Details

Subjects:

Consumers -- Psychology.
Consumer behavior.
Brand choice -- Psychological aspects.
Neurons -- Physiology.
Neural transmission.

Contents:

Foreword / Philip Kotler
Introduction to consumer neuroscience / Manuel Garcia-Garcia, Moran Cerf, and Ana Iorga
Brain physiology and anatomy / Yuping Chen, Ming Hsu, and Moran Cerf
Sensation and perception / Irit Shapira-Lichter and Moran Cerf
Methods / Moran Cerf
Attention / Manuel Garcia-Garcia
Memory / Ingrid LC Nieuwenhuis
Emotions / Carl Marci and Brendan Murray
Appendix to chapter 7
Attention and emotion / Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, and Fabio Babiloni
Decision making / Moran Cerf
The brain's reward system : a marketer's guide to the biological basis of pleasure / Neal J. Roese, Hans Melo, Thalia Vrantsidis, and William A. Cunningham
Customer-based brand equity : insights from consumer neuroscience / Ming Hsu
Pricing / Hirak Parikh, Davide Baldo, and Kai-Markus Muller
Social marketing applications for consumer neuroscience / Dante M. Pirouz
Using the knowledge from neuroscience to make business predictions / Moran Cerf
Implications of consumer neuroscience in market research / David Brandt
Ethics in consumer neuroscience / Julia Trabulsi, Maria Cordero, Daniela Somarriba, and Manuel Garcia-Garcia
Future of consumer neuroscience / Kimberly Rose Clark
Index
Contributors.

Notes:

Includes bibliographical references and index.
Electronic reproduction. Ann Arbor, MI Available via World Wide Web.
Description based on print version record.

Contributor:

Cerf, Moran, editor.
García García, Manuel, editor.
Kotler, Philip, author of foreword.
ProQuest ebook central

ISBN:

9780262341615 (electronic bk.)
0262341611 (electronic bk.)
9780262036597
0262036592

Publisher Number:

99986651843

Access Restriction:

Restricted for use by site license.