Description: Consumer Neuroscience by Moran Cerf, Manuel Garcia-Garcia, Ana Iorga, Ming Hsu, Irit Shapira-Lichter, Ingrid L.C. Nieuwenhuis, Carl Marci, Brendan Murray A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services.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 brains 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, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-MarkusM ller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker Author Biography Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program.Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program.Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program.David Brandt is a postdoctoral researcher at the Maersk Mc-Kinney Moller Institute.Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University. Details ISBN0262036592 Publisher MIT Press Ltd Year 2017 ISBN-10 0262036592 ISBN-13 9780262036597 Format Hardcover Imprint MIT Press Place of Publication Cambridge, Mass. Country of Publication United States Edited by Manuel Garcia-Garcia DEWEY 658.8342 Media Book Affiliation Northwestern University Pages 368 Publication Date 2017-11-16 Audience Age 18-99 Series The MIT Press Language English UK Release Date 2017-11-16 AU Release Date 2017-11-16 NZ Release Date 2017-11-16 US Release Date 2017-11-16 Author Brendan Murray Alternative 9780262341615 Audience Tertiary & Higher Education Illustrations 74 figures; 74 Illustrations We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:141685247;
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ISBN-13: 9780262036597
Book Title: Consumer Neuroscience
Number of Pages: 368 Pages
Language: English
Publication Name: Consumer Neuroscience
Publisher: Manuel Garcia-Garcia, Carl Marci, Ana Iorga, Ingrid L.C. Nieuwenhuis, Irit Shapira-Lichter, Moran Cerf, Ming Hsu, Brendan Murray, MIT Press Ltd
Publication Year: 2017
Subject: Medicine, Marketing, Business
Item Height: 229 mm
Type: Textbook
Author: Moran Cerf, Manuel Garcia-Garcia
Item Width: 203 mm
Format: Hardcover
