Introduction to neuromarketing & consumer neuroscience
Material type:![Book](/opac-tmpl/lib/famfamfam/BK.png)
- 9788799760206
- 658.8342 RAM
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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IIT Gandhinagar | General | 658.8342 RAM (Browse shelf(Opens below)) | 1 | Available | 030737 |
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658.802 HAR Strategic marketing | 658.8342 CER Consumer neuroscience | 658.8342 CHO Neurodesign and neuromarketing startup guide | 658.8342 RAM Introduction to neuromarketing & consumer neuroscience | 658.8342 SOL Consumer behavior : buying, having, and being | 658.83420954 DUT Neuromarketing in India: understanding the Indian consumer | 658.85 BAG Sell: the art, the science, the witchcraft |
Includes references
How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experimenting something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights ... It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing
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