000			02655cam a2200313 i 4500
001			19563333
005			20240904132330.0
008			170320s2017 mau b 001 0 eng
010			_a 2016059705
020			_a9780262036597 (hardcover : alk. paper)
040			_aDLC _beng _cDLC _erda _dDLC
041			_aEnglish
042			_apcc
050	0	0	_aHF5415.32 _b.C658673 2017
245	0	0	_aConsumer neuroscience _c/ Moran Cerf and Manuel Garcia-Garcia.
264		1	_aCambridge, MA : _bMIT Press, _c2017.
300			_axii, 348 pages ; illustrations (chiefly color) ; 24 cm.
504			_aIncludes bibliographical references (pages 339-341) and index.
520			_aA 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.
526			_aB3ASP FLM: Marketing Strategic Approach
650		0	_aConsumer behavior _xPsychology
650		0	_aConsumer behavior _xPsychological aspects
650		0	_aConsumer behavior _xPhysiology
650		0	_aConsumer behavior _9997
655			_aConsumer behavior -- Textbooks
700			_aCerf, Moran _eeditor _923325
700			_aGarcia-Garcia, Manuel _e(Neuroscientist)
942			_2lcc
999			_c2008 _d2008