Consumer Neuroscience (ePub)
(Sprache: Englisch)
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...
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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 fieldIncludes a visual brain indexDiscusses neuroscientific areas that are highly relevant to consumer sciences but not yet integrated into the disciplineOffers 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
Bibliographische Angaben
- Autoren: Cathrine Jansson-Boyd , Peter Bright
- 2018, Englisch
- ISBN-10: 0128027584
- ISBN-13: 9780128027585
- Erscheinungsdatum: 01.09.2018
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 0.01 MB
- Mit Kopierschutz
Sprache:
Englisch
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