This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scholars across four continents, the book reflects the cross-cultural and multidisciplinary character of the field. Chapters relate the key consumer concepts to the progressive globalization of markets in which consumers act and consumption takes place.
The book is divided into seven sections, offering a truly comprehensive reference work that covers:
The historical foundations of the discipline and the rise...
This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scho...
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...
Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer beh...
