Neuromarketing in India - Dutta, Tanusree; Mandal, Manas Kumar
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This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote…mehr

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Produktbeschreibung
This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.
Autorenporträt
Tanusree Dutta is Assistant Professor at Indian Institute of Management, Ranchi, India. She holds a PhD from the Indian Institute of Technology, Kharagpur. Manas Kumar Mandal is presently serving as the Distinguished Visiting Professor of Psychology, Indian Institute of Technology, Kharagpur. Prior to this, he was a Distinguished Scientist and Director General-Life Sciences at Defence Research and Development Organization, New Delhi.