Consumer Neuroscience

ISBN-13: 9780128027363 / Angielski / Miękka / 2024 / 300 str.

Cathrine Jansson-Boyd; Peter Bright

Opis

Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. In order to truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. The initial chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience will be able to grasp the more advanced content. The book moves on to review: methods; the field of affective neuroscience for a deeper understanding of emotions; mechanisms and applications of neuroimaging methods; lifespan development neuroscience; fundamentals of visual neuroscience; cross modal correspondences for understanding consumer perception of stimuli; and directions for future research. The book concludes with a collection of case studies that allow readers to analyze actual results of different cases in which brain activity was used to answer marketing and business questions.

• Presents readers with a clear overview of consumer neuroscience as a field
• Includes a visual brain index
• Discusses neuroscientific areas that are highly relevant to consumer sciences but not yet integrated into the discipline
• Offers the combined expertise of a psychologist and a neuroscientist to provide well rounded insight into the area of consumer neuroscience
• Describes unresolved issues and possible methods in consumer neuroscience and approaches for tackling them

Spis treści

1. Introduction 2. An Overview of the Brain 3. Neuroscience Methods: Understanding Application 4. Neuroscience: A Lifespan Perspective 5. Visual Neuroscience 6. Memory and Learning 7. Multi-Sensory Neuromarketing 8. Attention, Awareness, and Consciousness 9. Understanding Emotions 10. Decision-Making 11. Neuromarketing Case Studies