- 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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- About this book
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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)
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Exploring the Brain
Pages 1-53
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Consumption as Feelings
Pages 55-103
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Neural Underpinnings of Risk Handling, Developing Preference and Choosing
Pages 105-161
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Neural Bases for Segmentation and Positioning
Pages 163-210
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Applying Neuroscience and Biometrics to the Practice of Marketing
Pages 211-242
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Table of contents (5 chapters)
- Download Preface 1 PDF (29.2 KB)
- Download Sample pages 1 PDF (407.5 KB)
- Download Table of contents PDF (27.5 KB)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Neuromarketing
- Book Subtitle
- Exploring the Brain of the Consumer
- Authors
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- Leon Zurawicki
- 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
- Softcover ISBN
- 978-3-662-50187-0
- Edition Number
- 1
- Number of Pages
- XX, 273
- Topics
