Consumer Neuroscience (MIT Press)
| Author | : | |
| Rating | : | 4.26 (613 Votes) |
| Asin | : | 0262036592 |
| Format Type | : | paperback |
| Number of Pages | : | 368 Pages |
| Publish Date | : | 2016-02-24 |
| Language | : | English |
DESCRIPTION:
Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.Manuel Garcia-Garcia is Senior Vice President for Research and Innovation, Global and Ad Effectiveness at the Advertising Research Foundation and Adjunct Professo
. About the Author Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.Manuel Garcia-Garcia is Senior Vice President for Research and Innovation, Global and Ad Effectiveness at the Advertising Research Foundation and Adjunct Professor of Consumer Neuroscience at New York University
The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. Roese, Irit Shapira-Lichter, Daniela Somarriba, Brendan Murray, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Sarah Walker. Cunningham, Maria C. Cordero, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Kai-Markus Müller, Ingrid L. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. Nieuwenhuis, Hirak Parikh, Dante M. Pirouz, Neal J. C. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. 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 expe