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Consumer Neuroscience

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Consumer Neuroscience

Consumer Neuroscience Book
Author : Philip Kotler
Publisher : MIT Press
Release : 2017-11-16
ISBN : 0262036592
Language : En, Es, Fr & De

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Book Description :

Foreword / Philip Kotler -- Introduction to consumer neuroscience / Manuel Garcia-Garcia, Moran Cerf, and Ana Iorga -- Brain physiology and anatomy / Yuping Chen, Ming Hsu, and Moran Cerf -- Sensation and perception / Irit Shapira-Lichter and Moran Cerf -- Methods / Moran Cerf -- Attention / Manuel Garcia-Garcia -- Memory / Ingrid LC Nieuwenhuis -- Emotions / Carl Marci and Brendan Murray -- Appendix to chapter 7 -- Attention and emotion / Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, and Fabio Babiloni -- Decision making / Moran Cerf -- The brain's reward system : a marketer's guide to the biological basis of pleasure / Neal J. Roese, Hans Melo, Thalia Vrantsidis, and William A. Cunningham -- Customer-based brand equity : insights from consumer neuroscience / Ming Hsu -- Pricing / Hirak Parikh, Davide Baldo, and Kai-Markus Muller -- Social marketing applications for consumer neuroscience / Dante M. Pirouz -- Using the knowledge from neuroscience to make business predictions / Moran Cerf -- Implications of consumer neuroscience in market research / David Brandt -- Ethics in consumer neuroscience / Julia Trabulsi, Maria Cordero, Daniela Somarriba, and Manuel Garcia-Garcia -- Future of consumer neuroscience / Kimberly Rose Clark -- Index -- Contributors

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience Book
Author : Atli, Dincer
Publisher : IGI Global
Release : 2020-06-19
ISBN : 1799831280
Language : En, Es, Fr & De

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Book Description :

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Introduction to Neuromarketing Consumer Neuroscience

Introduction to Neuromarketing   Consumer Neuroscience Book
Author : Thomas Zoega Ramsoy
Publisher : Neurons Incorporated
Release : 2015-05-13
ISBN : 9788799760206
Language : En, Es, Fr & De

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Book Description :

How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.

Applying EEG in Consumer Neuroscience

Applying EEG in Consumer Neuroscience Book
Author : Anonim
Publisher : Unknown
Release : 2018
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Abstract : Purpose: This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of electroencephalogram (EEG) in consumer neuroscience. Design/methodology/approach: In addition to the review of papers using EEG to study consumer cognitive processes, the authors also discuss relevant decisions and considerations in conducting event-related potential (ERP) studies. Further, a framework proposed byPlassmann et al . (2015 ) was used to discuss the applications of EEG in marketing research from papers reviewed. Findings: This paper successfully usedPlassmann et al .'s (2015 ) framework to discuss five applications of neuroscience to marketing research. A review of growing EEG studies in the field of marketing and other interdisciplinary fields reveals the advantages and potential of using EEG in combination with other methods. This calls for more research using such methods. Research limitations/implications: A technical overview of ERP-related terminology provides researchers with a background for understanding and reviewing ERP studies. A discussion of method-related considerations and decisions provides marketing researchers with an introduction to the method and refers readers to relevant literature. Practical implications: The marketing industry has been quick to adopt cutting edge technology, including EEG, to understand and predict consumer behavior for the purpose of improving marketing practices. This paper connects the academic and practitioner spheres by presenting past and potential EEG research that can be translatable to the marketing industry. Originality/value: The authors review past literature on the use of EEG to study consumer-related topics in marketing and interdisciplinary fields, to demonstrate its advantages over-traditional methods in studying consumer-relevant behaviors. To foster increasing use of EEG in consumer neuroscience research, the authors further provide technical and marketing-specific considerations for both academic and market researchers. This paper is one of the first to review past EEG papers and provide methodological background insights for marketing researchers.

Consumer Neuroscience

Consumer Neuroscience Book
Author : Valentina Vodopivec
Publisher : Unknown
Release : 2016
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Download Consumer Neuroscience book written by Valentina Vodopivec, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective Book
Author : Anida Krajina
Publisher : Unknown
Release : 2018
ISBN : 9788021091108
Language : En, Es, Fr & De

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Book Description :

The value of eye tracking technology in explaining consumer behaviour appears to be underestimated. Moreover, according to the state of the art, there is a need to expand our understanding of the visual attention patterns and preferences among generation cohorts. This study explains the deviation between potential exposure and the actual exposure to different types of content: text and graphics (picture). Both text and graphics are designed in such a way as to potentially draw the visual attention to the specific elements in the content, called "call to action". Furthermore, the author explores the relation between the strength of the stimuli and the memory effect. The final goal is to define the cognitive and emotional responses as well as the memory effect and to compare them across the two generations (Generation Y and Generation Z). The aim is to provide a recommendation on how to adopt the web-based commercial communication message elements. These recommendations will be based on conclusions drawn from observations of the different online behaviour of two generations. Their uniqueness of common patterns of behaviour will serve as a guideline for adapting web-based content to the two groups.

Brains at Brand Touchpoints

Brains at Brand Touchpoints Book
Author : Dalia Bagdziunaite
Publisher : Unknown
Release : 2018
ISBN : 9788793579941
Language : En, Es, Fr & De

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Book Description :

Download Brains at Brand Touchpoints book written by Dalia Bagdziunaite, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Ph D serie

Ph D  serie Book
Author : Dalia Bagdziunaite
Publisher : Unknown
Release : 2018
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Download Ph D serie book written by Dalia Bagdziunaite, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Consumer Neuroscience

Consumer Neuroscience Book
Author : Anita Mirja Hubert
Publisher : Unknown
Release : 2013
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Download Consumer Neuroscience book written by Anita Mirja Hubert, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Neuropricing

Neuropricing Book
Author : Marc Linzmajer
Publisher : Unknown
Release : 2013
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Download Neuropricing book written by Marc Linzmajer, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Handbook of Developments in Consumer Behaviour

Handbook of Developments in Consumer Behaviour Book
Author : Victoria Wells,G. R. Foxall
Publisher : Edward Elgar Publishing
Release : 2012-01-01
ISBN : 1781005125
Language : En, Es, Fr & De

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Book Description :

This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioural ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behaviour research, including consumer culture, impulsivity and compulsiveness, ethics and behavioural ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behaviour will find this enriching resource invaluable.

Inspiring Green Consumer Choices

Inspiring Green Consumer Choices Book
Author : Michael E. Smith,Overcoming the Sustainability Say-Do Gap Michael E Smith
Publisher : Kogan Page
Release : 2021-09-28
ISBN : 9781398601000
Language : En, Es, Fr & De

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Book Description :

Shape the consumer's mindset using insights from neuroscience to trigger purchasing behavior that maps to their intention to buy sustainable products and services.

International Journal of Advertising

International Journal of Advertising Book
Author : Anonim
Publisher : Unknown
Release : 2008
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Download International Journal of Advertising book written by , available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Society Organizations and the Brain building towards a unified cognitive neuroscience perspective

Society  Organizations and the Brain  building towards a unified cognitive neuroscience perspective Book
Author : Carl Senior,Nick Lee,Sven Braeutigam
Publisher : Frontiers Media SA
Release : 2015-07-02
ISBN : 2889195805
Language : En, Es, Fr & De

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Book Description :

This e-book brings together scholars in both the neurosciences and organizational sciences who have adopted various approaches to study the cognitive mechanisms mediating the social behavior that we see within organizations. Such an approach has been termed by ourselves, and others, as ‘organisational cognitive neuroscience’. In recent years there has been a veritable increase in studies that have explored the cognitive mechanisms driving such behaviors, and much progress has been made in understanding the neural underpinnings of processes such as financial exchange, risk awareness and even leadership. However, while these studies are informative and add to our understanding of human cognition they fall short of providing evidence-based recommendations for practice. Specifically, we address the broader issue of how the neuroscientific study of such core social behaviors can be used to improve the very way that we work. To address these gaps in our understanding the chapters in this book serve as a platform that allows scholars in both the neurosciences and the organizational sciences to highlight the work that spans across these two fields. The consolidation of these two fields also serves to highlight the utility of a singular organizational cognitive neuroscience. This is a fundamentally important outcome of the book as the application of neuroscience to address economically relevant behaviors has seen a variety of fields evolve in their own right, such as neuromarketing, neuroeconomics and so forth. The use of neuro-scientific technologies,in particular fMRI, has indeed led to a bewildering (and somewhat suffocating) proliferation of new approaches, however, the speed of such developments demands that we must proceed carefully with such ventures or risk some fundamental mistakes. The book that you now hold will consolidates these new neuroscience based approaches and in doing so highlight the importance of this approach in helping us to understand human social behavior in general. Taken together the chapters provide a framework for scholars within the neurosciences who wish to explore the further the opportunities that the study of organisational behavior may provide.

The Neuropsychology of Consumer Behavior and Marketing

The Neuropsychology of Consumer Behavior and Marketing Book
Author : Anonim
Publisher : Unknown
Release : 2017
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Abstract: Insights and tools from neuroscience are of great value to marketers. Neuroscientific techniques allow consumer researchers to understand the fundamental neural underpinnings of psychological processes that drive consumer behavior, and elucidate the "black box" that is the consumer's mind. In the following review, we provide an overview of the fundamental tenets of consumer neuroscience, selectively outline key areas of marketing that consumer neuroscience has contributed to, compare and contrast neuroscientific tools and methods, and discuss future directions for neurophysiological work in marketing. In doing so, we illustrate the broad substantive landscape that neuroscience can add value to within marketing.

The Neuro Consumer

The Neuro Consumer Book
Author : Anne-Sophie Bayle-Tourtoulou,Michel Badoc
Publisher : Routledge
Release : 2020-04-24
ISBN : 1000055485
Language : En, Es, Fr & De

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Book Description :

Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

Neuromarketing

Neuromarketing Book
Author : Leon Zurawicki
Publisher : Springer Science & Business Media
Release : 2010-09-02
ISBN : 9783540778295
Language : En, Es, Fr & De

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Book Description :

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.

Decoding the Irrational Consumer

Decoding the Irrational Consumer Book
Author : Darren Bridger
Publisher : Kogan Page Publishers
Release : 2015-08-03
ISBN : 0749473851
Language : En, Es, Fr & De

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Book Description :

Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. This book presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.

Consumer Behavior A Marketing Perspective

Consumer Behavior  A Marketing Perspective Book
Author : Carroll Ferguson
Publisher : Unknown
Release : 2020-09-15
ISBN : 9781632409232
Language : En, Es, Fr & De

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Book Description :

The study of individuals, groups or organizations, and the activities that are associated with the purchase, disposal and use of goods and services is termed as consumer behavior. It also studies the consumer's mental, behavioral and emotional responses that precede or follow such activities. Consumer behavior integrates elements from social anthropology, psychology, ethnography, sociology, marketing and economics, to understand buying behavior. This requires an investigation of consumer characteristics, such as lifestyles, demographics, brand advocacy, usage rates, etc. Besides purchasing decision, some of the other areas of investigation in this field include risk perception and risk reduction, brand loyalty, post-purchase behaviors, customer citizenship behaviors, etc. Modern methods such as consumer neuroscience and ethnography are providing new insights into consumer behavior. This book unravels the recent studies in the field of consumer behavior. From theories to research to practical applications, case studies related to all contemporary topics of relevance to this area of study have been included herein. It is appropriate for students seeking detailed information in this domain as well as for experts.

Living Brands

Living Brands Book
Author : Constantinos Pantidos
Publisher : Lid Publishing
Release : 2018
ISBN : 9781911498797
Language : En, Es, Fr & De

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Book Description :

"Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped people survive and thrive. Living Brands deciphers this source code of human behaviour and helps marketers, consumer insights managers, innovation managers, communication experts, designers, PR professionals and brand owners bring brands to life. Living Brands puts forward The Wheel of MotivesTM, a tool which goes beyond consumer psychology to establish the links between different disciplines and help practitioners create powerful brands and concepts, increase efficiency of consumer touchpoints, build narratives that engage consumers at a profound human level, and increase the chance of success for new products and new markets." --