Neuromarketing in India: Understanding the Indian Consumer

ISBN-13: 9781138576674 / Angielski / Twarda / 2018 / 78 str.

Tanusree Dutta; Manas K. Mandal

Opis

This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.

Spis treści

Preface 1. Introduction 2. Mapping the brain 3. Neuromarketing: an emerging interdisciplinary science 4. The Indian market and the Indian consumer 5. Risk analysis and future implication