Consumer Neuroscience

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

Produk Detail:

  • Author : Moran Cerf
  • Publisher : MIT Press
  • Pages : 368 pages
  • ISBN : 0262036592
  • Rating : 4/5 from 21 reviews
CLICK HERE TO GET THIS BOOKConsumer Neuroscience

Consumer Neuroscience

Consumer Neuroscience
  • Author : Moran Cerf,Manuel Garcia-Garcia
  • Publisher : MIT Press
  • Release : 16 November 2017
GET THIS BOOKConsumer Neuroscience

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
  • Author : Atli, Dincer
  • Publisher : IGI Global
  • Release : 19 June 2020
GET THIS BOOKAnalyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides

Introduction to Neuromarketing & Consumer Neuroscience

Introduction to Neuromarketing & Consumer Neuroscience
  • Author : Thomas Zoega Ramsoy
  • Publisher : Neurons Incorporated
  • Release : 13 May 2015
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How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions

An Integrative Guide to Consumer Neuroscience

An Integrative Guide to Consumer Neuroscience
  • Author : Sven Braeutigam,Peter Kenning
  • Publisher : Oxford University Press
  • Release : 16 March 2022
GET THIS BOOKAn Integrative Guide to Consumer Neuroscience

Consumer neuroscience is a complex, interdisciplinary, and emerging field that cuts across psychology, neuroscience, and consumer research. The book provides a comprehensive overview of the foundations and applications of modern consumer neuroscience, exploring a wide range of established and emergent topics in the field, making it the ideal resource for anyone looking to broaden their knowledge base. The content provides a thorough, high-level guide to the mathematical, technological, and theoretical aspects of consumer neuroscience, alongside a wide range of specific

The Cambridge Handbook of Consumer Psychology

The Cambridge Handbook of Consumer Psychology
  • Author : Michael I. Norton,Derek D. Rucker,Cait Lamberton
  • Publisher : Cambridge University Press
  • Release : 16 March 2017
GET THIS BOOKThe Cambridge Handbook of Consumer Psychology

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making,

Neuromarketing

Neuromarketing
  • Author : Leon Zurawicki
  • Publisher : Springer Science & Business Media
  • Release : 02 September 2010
GET THIS BOOKNeuromarketing

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they

The Neuro-Consumer

The Neuro-Consumer
  • Author : Anne-Sophie Bayle-Tourtoulou,Michel Badoc
  • Publisher : Routledge
  • Release : 24 April 2020
GET THIS BOOKThe Neuro-Consumer

Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for

Astonishing Hypothesis

Astonishing Hypothesis
  • Author : Francis Crick
  • Publisher : Simon and Schuster
  • Release : 01 July 1995
GET THIS BOOKAstonishing Hypothesis

Readers will come to appreciate the strength and dignity of Berneta Ringer, a true Western heroine as Doig celebrates his mother's life after finding a cache of her letters, photographs, and childhood writings. It begins with her first winter living in a tent in Montana's Crazy Mountains to the ravages of the Depression on a ranch on Falkner Creek.

Consumer Social Values

Consumer Social Values
  • Author : Eda Gurel-Atay,Lynn R. Kahle
  • Publisher : Routledge
  • Release : 30 April 2019
GET THIS BOOKConsumer Social Values

Social values are central to people’s lives, guiding behaviors, and judgments, and defining who we are. This book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors. With a diverse set of contributors from different parts of the world, this engaging collection provides a unique examination of social values through cross-cultural research. It incorporates input from researchers with varying academic backgrounds from marketing to psychology and

Defining, Measuring and Managing Consumer Experiences

Defining, Measuring and Managing Consumer Experiences
  • Author : Annarita Sorrentino
  • Publisher : Routledge
  • Release : 01 October 2020
GET THIS BOOKDefining, Measuring and Managing Consumer Experiences

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and

Decoding the Irrational Consumer

Decoding the Irrational Consumer
  • Author : Darren Bridger
  • Publisher : Kogan Page Publishers
  • Release : 03 August 2015
GET THIS BOOKDecoding the Irrational Consumer

Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. This book presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology,

Applying Neuroscience to Business Practice

Applying Neuroscience to Business Practice
  • Author : Dos Santos, Manuel Alonso
  • Publisher : IGI Global
  • Release : 25 October 2016
GET THIS BOOKApplying Neuroscience to Business Practice

Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit

New Trends in Process Control and Production Management

New Trends in Process Control and Production Management
  • Author : Lenka Štofová,Petra Szaryszová
  • Publisher : CRC Press
  • Release : 27 September 2017
GET THIS BOOKNew Trends in Process Control and Production Management

Dynamic economics, technological changes, increasing pressure from competition and customers to improve manufacturing and services are some of the major challenges to enterprises these days. New ways of improving organizational activities and management processes have to be created, in order to allow enterprises to manage the seemingly intensifying competitive markets successfully. Enterprises apply business optimizing solutions to meet new challenges and conditions. But also ensuring effective development for long-term competitiveness in a global environment. This is necessary for the application

Neuro Design

Neuro Design
  • Author : Darren Bridger
  • Publisher : Kogan Page Publishers
  • Release : 03 February 2017
GET THIS BOOKNeuro Design

Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimise their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement with their website and boost profitability.