Consumer Neuroscience : Theory and Application

English | 2023 | ISBN: 0443135819 | 308 pages | True PDF EPUB | 28.67 MB

To truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors.Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. The initial chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience will be able to grasp the more advanced content. The book moves on to review: methods, the field of affective neuroscience, mechanisms and applications of neuroimaging methods and fundamentals of visual neuroscience.Consumer Neuroscience concludes with a collection of case studies that allow readers to analyze actual results of different cases in which brain activity was used to answer marketing and business questions.