Consumer Neuroscience

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  • Publisher : MIT Press
  • Release : 16 November 2017
  • ISBN : 9780262036597
  • Page : 368 pages
  • Rating : 4.5/5 from 103 voters

Consumer Neuroscience Book PDF 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. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

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Consumer Neuroscience

Consumer Neuroscience
  • Author : Moran Cerf,Manuel Garcia-Garcia
  • Publisher : MIT Press
  • Release Date : 2017-11-16
  • ISBN : 9780262036597
DOWNLOAD BOOKConsumer Neuroscience

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

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
  • Author : Atli, Dincer
  • Publisher : IGI Global
  • Release Date : 2020-06-19
  • ISBN : 9781799831280
DOWNLOAD BOOKAnalyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides

Introduction to Neuromarketing & Consumer Neuroscience

Introduction to Neuromarketing & Consumer Neuroscience
  • Author : Thomas Zoega Ramsoy
  • Publisher : Neurons Incorporated
  • Release Date : 2015-05-13
  • ISBN : 8799760207
DOWNLOAD BOOKIntroduction to Neuromarketing & Consumer Neuroscience

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 experiencing 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 of how different brain functions

Consumer Neuroscience

Consumer Neuroscience
  • Author : Moran Cerf,Manuel Garcia-Garcia
  • Publisher : MIT Press
  • Release Date : 2017-11-16
  • ISBN : 9780262341615
DOWNLOAD BOOKConsumer Neuroscience

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

An Integrative Guide to Consumer Neuroscience

An Integrative Guide to Consumer Neuroscience
  • Author : Sven Braeutigam,Peter Kenning
  • Publisher : Oxford University Press
  • Release Date : 2022-03-16
  • ISBN : 9780192507297
DOWNLOAD BOOKAn Integrative Guide to Consumer Neuroscience

Consumer neuroscience is a complex, interdisciplinary, and emerging field that cuts across psychology, neuroscience, and consumer research. The book provides a comprehensive overview of the foundations and applications of modern consumer neuroscience, exploring a wide range of established and emergent topics in the field, making it the ideal resource for anyone looking to broaden their knowledge base. The content provides a thorough, high-level guide to the mathematical, technological, and theoretical aspects of consumer neuroscience, alongside a wide range of specific

Neuromarketing

Neuromarketing
  • Author : Leon Zurawicki
  • Publisher : Springer Science & Business Media
  • Release Date : 2010-09-02
  • ISBN : 9783540778295
DOWNLOAD BOOKNeuromarketing

Over 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

The Neuro-Consumer

The Neuro-Consumer
  • Author : Anne-Sophie Bayle-Tourtoulou,Michel Badoc
  • Publisher : Routledge
  • Release Date : 2020-04-24
  • ISBN : 9781000055481
DOWNLOAD BOOKThe Neuro-Consumer

Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for

Astonishing Hypothesis

Astonishing Hypothesis
  • Author : Francis Crick
  • Publisher : Simon and Schuster
  • Release Date : 1995-07-01
  • ISBN : 9780684801582
DOWNLOAD BOOKAstonishing Hypothesis

Readers will come to appreciate the strength and dignity of Berneta Ringer, a true Western heroine as Doig celebrates his mother's life after finding a cache of her letters, photographs, and childhood writings. It begins with her first winter living in a tent in Montana's Crazy Mountains to the ravages of the Depression on a ranch on Falkner Creek.

The Cambridge Handbook of Consumer Psychology

The Cambridge Handbook of Consumer Psychology
  • Author : Michael I. Norton,Derek D. Rucker,Cait Lamberton
  • Publisher : Cambridge University Press
  • Release Date : 2017-03-16
  • ISBN : 110764142X
DOWNLOAD BOOKThe Cambridge Handbook of Consumer Psychology

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making,

Decoding the Irrational Consumer

Decoding the Irrational Consumer
  • Author : Darren Bridger
  • Publisher : Kogan Page Publishers
  • Release Date : 2015-08-03
  • ISBN : 9780749473853
DOWNLOAD BOOKDecoding the Irrational Consumer

Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. This book presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology,

Blindsight

Blindsight
  • Author : Matt Johnson,Prince Ghuman
  • Publisher : BenBella Books
  • Release Date : 2020-05-19
  • ISBN : 9781950665235
DOWNLOAD BOOKBlindsight

Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that.

Neuro Design

Neuro Design
  • Author : Darren Bridger
  • Publisher : Kogan Page Publishers
  • Release Date : 2017-02-03
  • ISBN : 9780749478896
DOWNLOAD BOOKNeuro Design

Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimise their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement with their website and boost profitability.

Unconscious Branding

Unconscious Branding
  • Author : Douglas Van Praet
  • Publisher : St. Martin's Press
  • Release Date : 2012-11-13
  • ISBN : 9781137042781
DOWNLOAD BOOKUnconscious Branding

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet

Brainfluence

Brainfluence
  • Author : Roger Dooley
  • Publisher : John Wiley & Sons
  • Release Date : 2011-10-21
  • ISBN : 9781118175941
DOWNLOAD BOOKBrainfluence

Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains

Defining, Measuring and Managing Consumer Experiences

Defining, Measuring and Managing Consumer Experiences
  • Author : Annarita Sorrentino
  • Publisher : Routledge
  • Release Date : 2020-10-01
  • ISBN : 9781000195514
DOWNLOAD BOOKDefining, Measuring and Managing Consumer Experiences

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and