Consumer Neuroscience : Theory and Application
Consumer Neuroscience : Theory and Application
Click to enlarge
Author(s): Jansson-Boyd, Cathrine
ISBN No.: 9780443135811
Pages: 250
Year: 202310
Format: Trade Paper
Price: $ 207.00
Dispatch delay: Dispatched between 7 to 15 days
Status: Available

To truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. 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, mechanisms and applications of neuroimaging methods and fundamentals of visual neuroscience. Consumer Neuroscience 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.


To be able to view the table of contents for this publication then please subscribe by clicking the button below...
To be able to view the full description for this publication then please subscribe by clicking the button below...