Consumer Neuroscience

Theory and Application
Erscheinungsjahr 2023
ISBN: 978-0-443-13581-1
Verlag: Elsevier Science

Buch, Englisch, 306 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 450 g

Consumer Neuroscience: Theory and Application 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. Final sections provide 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.

Autoren/Hrsg.

Jansson-Boyd, Cathrine

Bright, Peter

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

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

Über Autor(innen)

Jansson-Boyd, Cathrine
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.

Bright, Peter
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.