Peter Kenning

Consumer Neuroscience (eBook, ePUB)

Ein transdisziplinäres Lehrbuch

• Format: ePub

Produktbeschreibung

The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new findings. Against this background, this textbook presents the current state of consumer neuroscience in an easy-to-understand form. This new edition will be supplemented with recent findings from international marketing research, such as the concept of the ?marketing placebo effect=. With regard to methodologies, mobile functional near-infrared spectrography (fNIRS) is presented & a technique that can now be used to investigate price perception, advertising effectiveness, branding and consumer behaviour.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Kohlhammer Verlag
• Seitenzahl: 260
• Erscheinungstermin: 26. August 2020
• Deutsch
• ISBN-13: 9783170373532
• Artikelnr.: 60053988

Autorenporträt

Prof. Peter Kenning holds the Chair of Business Administration with a Special Focus on Marketing at Heinrich Heine University, Düsseldorf.