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Neuromarketing

Exploring the Brain of the Consumer

  • Book
  • © 2010

Overview

Authors:
  1. Leon Zurawicki

    1. University of Massachusetts, Boston, Boston, USA

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  • Learn about the new characteristics of modern consumer and new methods of market research

  • Better understand inconsistencies in buyer behavior and their neural underpinnings

  • Learn how the new findings are applied by marketers

  • Develop an in-depth idea of self-control and how to apply it in consumer setting

  • In sum, the book offers insight into the future

  • Includes supplementary material: sn.pub/extras

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Table of contents (5 chapters)

  1. Front Matter

    Pages i-xx
    Download chapter PDF

  2. Exploring the Brain

    • Leon Zurawicki
    Pages 1-53

  3. Consumption as Feelings

    • Leon Zurawicki
    Pages 55-103

  4. Neural Underpinnings of Risk Handling, Developing Preference and Choosing

    • Leon Zurawicki
    Pages 105-161

  5. Neural Bases for Segmentation and Positioning

    • Leon Zurawicki
    Pages 163-210

  6. Applying Neuroscience and Biometrics to the Practice of Marketing

    • Leon Zurawicki
    Pages 211-242

  7. Back Matter

    Pages 243-273
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Keywords

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.

Authors and Affiliations

  • University of Massachusetts, Boston, Boston, USA

    Leon Zurawicki

Bibliographic Information

  • Book Title: Neuromarketing

  • Book Subtitle: Exploring the Brain of the Consumer

  • Authors: Leon Zurawicki

  • DOI: https://doi.org/10.1007/978-3-540-77829-5

  • Publisher: Springer Berlin, Heidelberg

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer-Verlag Berlin Heidelberg 2010

  • Hardcover ISBN: 978-3-540-77828-8Published: 09 September 2010

  • Softcover ISBN: 978-3-662-50187-0Published: 23 August 2016

  • eBook ISBN: 978-3-540-77829-5Published: 02 September 2010

  • Edition Number: 1

  • Number of Pages: XX, 273

  • Topics: Marketing, Neurobiology

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