Consumer Neuroscience
- ISBN-10
- 0128027584
- ISBN-13
- 9780128027585
- Category
- Psychology
- Pages
- 300
- Language
- English
- Published
- 2017-10-01
- Publisher
- Academic Press
- Authors
- Peter Bright, Cathrine Jansson-Boyd
Description
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 field Includes a visual brain index Discusses neuroscientific areas that are highly relevant to consumer sciences but not yet integrated into the discipline Offers 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
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Other editions
-
- 2012-09-28
- 471 pages
- Paperback
- Springer-Verlag
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