Neuromarketing

Contributor(s):

Zurawicki, Leon [Author]

Material type: Text

TextLanguage: English Publication details: Springer, 2010Description: xx, 273 p. : ill. ; 24 cmISBN:

9783540778288

Subject(s):

Genre/Form:

Consumer behavior -- Textbooks

Contents:

Exploring the brain Consumption as feelings - Neural underpinnings of risk handling, developing preference and choosing - Neural bases for segmentation and positioning - Applying neuroscience and biometrics to the practice of marketing.

Courses that have reserved this title:

S2 B2 PBT P1 Neuromarketing

Summary: Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

List(s) this item appears in: BRAIN EXPO

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.12615 ZUR (Browse shelf(Opens below))	Available		B03825

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

S2 B2 PBT P1 Neuromarketing