Neuromarketing

Exploring the Brain of the Consumer

Authors: Zurawicki, Leon

  • Combines new methods of market research with a science-based understanding of the modern consumer
  • Explores the neural underpinnings of buyer behavior
  • Shows how marketers can apply biometrics in the consumer setting
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eBook $129.00
price for USA (gross)
  • ISBN 978-3-540-77829-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $169.00
price for USA
  • ISBN 978-3-540-77828-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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 perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Table of contents (5 chapters)

  • Exploring the Brain

    Zurawicki, Leon

    Pages 1-53

  • Consumption as Feelings

    Zurawicki, Leon

    Pages 55-103

  • Neural Underpinnings of Risk Handling, Developing Preference and Choosing

    Zurawicki, Leon

    Pages 105-161

  • Neural Bases for Segmentation and Positioning

    Zurawicki, Leon

    Pages 163-210

  • Applying Neuroscience and Biometrics to the Practice of Marketing

    Zurawicki, Leon

    Pages 211-242

Buy this book

eBook $129.00
price for USA (gross)
  • ISBN 978-3-540-77829-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $169.00
price for USA
  • ISBN 978-3-540-77828-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Neuromarketing
Book Subtitle
Exploring the Brain of the Consumer
Authors
Copyright
2010
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-540-77829-5
DOI
10.1007/978-3-540-77829-5
Hardcover ISBN
978-3-540-77828-8
Edition Number
1
Number of Pages
XX, 273
Topics