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Consumer Neuroscience (The MIT Press)


from: The MIT Press

 : Consumer Neuroscience (The MIT Press)

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Binding: Hardcover
EAN: 9780262036597
ISBN: 0262036592
Item Dimensions: 90080095
Label: The MIT Press
Languages: EnglishPublishedEnglishOriginal LanguageEnglishUnknown
Manufacturer: The MIT Press
MPN: 28875606
Number Of Pages: 368
Publication Date: November 16, 2017
Publisher: The MIT Press
Release Date: November 16, 2017
Studio: The MIT Press

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Product Description:

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.

ContributorsFabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, William A. Cunningham, Maria C. Cordero, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Kai-Markus Müller, Ingrid L. C. Nieuwenhuis, Hirak Parikh, Dante M. Pirouz, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Brendan Murray, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Sarah Walker

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