Consumer Neuroscience

Written By Philip Kotler
Consumer Neuroscience
  • Publsiher : MIT Press
  • Release : 16 November 2017
  • ISBN : 0262036592
  • Pages : 368 pages
  • Rating : 4/5 from 21 reviews
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Read or download book entitled Consumer Neuroscience written by Philip Kotler which was release on 16 November 2017, this book published by MIT Press. Available in PDF, EPUB and Kindle Format. Book excerpt: 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

Consumer Neuroscience

Consumer Neuroscience
  • Author : Philip Kotler
  • Publisher : MIT Press
  • Release Date : 2017-11-16
  • Total pages : 368
  • ISBN : 0262036592
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Summary : 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 -- ...

Introduction to Neuromarketing Consumer Neuroscience

Introduction to Neuromarketing   Consumer Neuroscience
  • Author : Thomas Zoega Ramsoy
  • Publisher : Neurons Incorporated
  • Release Date : 2015-05-13
  • Total pages : 204
  • ISBN : 0262036592
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Summary : 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 ...

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
  • Author : Atli, Dincer
  • Publisher : IGI Global
  • Release Date : 2020-06-19
  • Total pages : 304
  • ISBN : 0262036592
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Summary : 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 ...

Consumer Neuroscience

Consumer Neuroscience
  • Author : Cathrine Jansson-Boyd,Peter Bright
  • Publisher : Academic Press
  • Release Date : 2017-10-01
  • Total pages : 300
  • ISBN : 0262036592
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Summary : Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. In order to truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. The initial chapters introduce the topic to ensure that even ...

Consumer Neuroscience

Consumer Neuroscience
  • Author : Moran Cerf,Manuel Garcia-Garcia
  • Publisher : MIT Press
  • Release Date : 2017-11-16
  • Total pages : 368
  • ISBN : 0262036592
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Summary : 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 ...

Consumer Neuroscience

Consumer Neuroscience
  • Author : Cathrine Jansson-Boyd,Peter Bright
  • Publisher : Academic Press
  • Release Date : 2017-10-01
  • Total pages : 300
  • ISBN : 0262036592
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Summary : In order to truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience, and applies the principles to understanding consumer behaviors. The initial chapters introduce the topic to ensure that even ...

Consumer Neuroscience

Consumer Neuroscience
  • Author : Valentina Vodopivec
  • Publisher : Unknown
  • Release Date : 2016
  • Total pages : 62
  • ISBN : 0262036592
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Summary : Download or read online Consumer Neuroscience written by Valentina Vodopivec, published by which was released on 2016. Get Consumer Neuroscience Books now! Available in PDF, ePub and Kindle....

Applying Neuroscience to Business Practice

Applying Neuroscience to Business Practice
  • Author : Dos Santos, Manuel Alonso
  • Publisher : IGI Global
  • Release Date : 2016-10-25
  • Total pages : 332
  • ISBN : 0262036592
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Summary : Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice ...

Decoding the Irrational Consumer

Decoding the Irrational Consumer
  • Author : Darren Bridger
  • Publisher : Kogan Page Publishers
  • Release Date : 2015-08-03
  • Total pages : 224
  • ISBN : 0262036592
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Summary : 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 ...

Brains at Brand Touchpoints

Brains at Brand Touchpoints
  • Author : Dalia Bagdziunaite
  • Publisher : Unknown
  • Release Date : 2018
  • Total pages : 212
  • ISBN : 0262036592
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Summary : Background. Compulsive buying-defined as excessive, uncontrolled, and repetitive buying- is a serious problem in today's society, driven by consumeristic values and reinforced by marketing efforts. However, the research on the external influences (e.g., brand information) and underlying processes that explain consumer behavior in brand-manifesting situations in compulsive buying is ...

Essays on Consumer Neuroscience

Essays on Consumer Neuroscience
  • Author : Yu-Ping Chen
  • Publisher : Unknown
  • Release Date : 2015
  • Total pages : 82
  • ISBN : 0262036592
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Summary : Marketing theory and practice have become increasingly customer-centered in recent decades. To that end, marketers, consumer researchers, and the lay public alike have begun to take special interest in how understanding the human brain can help them better understand consumers. Despite advances in knowledge of how the brain represents simple ...

The Neuro Consumer

The Neuro Consumer
  • Author : Anne-Sophie Bayle-Tourtoulou,Michel Badoc
  • Publisher : Routledge
  • Release Date : 2020-04-24
  • Total pages : 322
  • ISBN : 0262036592
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Summary : 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 ...

Handbook of Developments in Consumer Behaviour

Handbook of Developments in Consumer Behaviour
  • Author : Victoria Wells,G. R. Foxall
  • Publisher : Edward Elgar Publishing
  • Release Date : 2012-01-01
  • Total pages : 624
  • ISBN : 0262036592
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Summary : 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 ...

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective
  • Author : Anida Krajina
  • Publisher : Unknown
  • Release Date : 2018
  • Total pages : 212
  • ISBN : 0262036592
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Summary : 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 ...

Defining Measuring and Managing Consumer Experiences

Defining  Measuring and Managing Consumer Experiences
  • Author : Annarita Sorrentino
  • Publisher : Routledge
  • Release Date : 2020-10-01
  • Total pages : 106
  • ISBN : 0262036592
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Summary : This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges ...