| 000 | 02306nam a2200373Ia 4500 | ||
|---|---|---|---|
| 001 | 2374 | ||
| 008 | 230305s2010 xx 000 0 und d | ||
| 020 | _a9783540778288 | ||
| 040 | _cTBS | ||
| 041 | _aeng | ||
| 245 | 0 | _aNeuromarketing | |
| 260 |
_bSpringer, _c2010 |
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| 300 | _axx, 273 p. : ill. ; 24 cm | ||
| 500 | _aexploring the brain of the consumer | ||
| 505 | _aExploring 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. | ||
| 520 | _aOver 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. | ||
| 526 | _aS2 B2 PBT P1 Neuromarketing | ||
| 590 | _bIncludes bibliographical references and index. | ||
| 630 |
_aCLASS H - SOCIAL SCIENCES _94381 |
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| 650 | 0 | _aConsumer behavior | |
| 650 | 0 |
_aConsumer behavior _9997 |
|
| 650 | 0 |
_aConsumer behavior _xPsychological aspects |
|
| 650 | _aConsumer behavior | ||
| 650 | _aConsumer behavior | ||
| 650 | _aConsumer behavior | ||
| 650 | _aConsumer behavior | ||
| 650 | _aConsumer behavior | ||
| 700 |
_aZurawicki, Leon _eAuthor _910497 |
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| 902 | _a355 | ||
| 905 | _am | ||
| 942 |
_a1 _2ddc |
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| 999 |
_c2285 _d2285 |
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| 655 | _aConsumer behavior -- Textbooks | ||