Boek cover Consumer Neuroscience van Cathrine Jansson-Boyd

Consumer Neuroscience

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uitgever Elsevier Science Publishing Co Inc
Taal Engels
Bindwijze Paperback
Aantal paginas 300 pagina's
Illustraties Nee
Co-auteur Peter Bright
Uitgever Elsevier Science Publishing Co Inc
Extra groot lettertype Nee
Thema Subject Code JMH , PSAN


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.

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