Consumer neuroscience / Moran Cerf and Manuel Garcia-Garcia.

Contributor(s):

Material type: Text

TextLanguage: English Publisher: Cambridge, MA : MIT Press, 2017Description: xii, 348 pages ; illustrations (chiefly color) ; 24 cm.ISBN:

9780262036597 (hardcover : alk. paper)

Subject(s):

Genre/Form:

Consumer behavior -- Textbooks

LOC classification:

HF5415.32 .C658673 2017

Courses that have reserved this title:

B3ASP FLM: Marketing Strategic Approach

Summary: A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing.

List(s) this item appears in: BRAIN EXPO

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	HF5415.32 CON (Browse shelf(Opens below))	Available		B00036

Includes bibliographical references (pages 339-341) and index.

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services.

Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners.

After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing.

B3ASP FLM: Marketing Strategic Approach