Cathrine Jansson-Boyd, Peter Bright

Consumer Neuroscience (eBook, ePUB)

Theory and Application

• Format: ePub

Produktbeschreibung

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 those with a limited knowledge of neuroscience will be able to grasp the more advanced content. The book moves on to review: methods, the field of affective neuroscience, mechanisms and applications of neuroimaging methods and fundamentals of visual neuroscience. Consumer Neuroscience concludes with a collection of case studies that allow readers to analyze actual results of different cases in which brain activity was used to answer marketing and business questions.

• Presents readers with a clear overview of consumer neuroscience as a field
• Includes a visual brain index
• Discusses neuroscientific areas that are highly relevant to consumer sciences but may not yet have been integrated into the discipline
• Offers the combined expertise of a psychologist and a neuroscientist in authoring the book to provide well rounded insights into the area of consumer neuroscience
• Describes unresolved issues and possible methods in consumer neuroscience, along with approaches for tackling them

---

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

Produktdetails

• Verlag: Elsevier Science & Techn.
• Seitenzahl: 250
• Erscheinungstermin: 2. November 2023
• Englisch
• ISBN-13: 9780443135828
• Artikelnr.: 69273987

Autorenporträt

Cathrine has written two books (with more in production), conducted research for large organizations including Cambridgeshire County Council and Unilever, published many articles and given numerous talks on consumer psychology-based topics. Currently she is teaching consumer and social psychology but has previously taught other areas including environmental psychology, cognitive psychology and occupational psychology. Cathrine has also held academically related positions at the London Metropolitan University, Birkbeck and London School of Economics.Peter Bright is a neuropsychologist, Professor of Psychology and Director of the Centre for Mind and Behavior. He also has affiliations with the Vision and Eye Research Institute at ARU, the Cambridge Neuroscience initiative at the University of Cambridge and the Multilanguage and Cognition (MULTAC) lab at UCL. Peter joined Anglia Ruskin in 2005, having completed post-doctoral positions at the Centre for Speech, Language and the Brain at the University of Cambridge (2001-2005), and the Neuropsychiatry and Memory Disorders Clinic at King's College London (1998-2001). He received his doctorate from the University of Cambridge in 1999.

Inhaltsangabe

1. Introduction
2. An Overview of the Brain
3. Neuroscience Methods: Understanding Application
4. Neuroscience: A Lifespan Perspective
5. Visual Neuroscience
6. Memory and Learning
7. Multi-Sensory Neuromarketing
8. Attention, Awareness, and Consciousness
9. Understanding Emotions
10. Decision-Making
11. Neuromarketing Case Studies