Neuromarketing Exploring the Brain of the Consumer /

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize me...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας: Zurawicki, Leon (Συγγραφέας)
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2010.
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
LEADER 02704nam a22004455i 4500
001 978-3-540-77829-5
003 DE-He213
005 20151204143923.0
007 cr nn 008mamaa
008 100907s2010 gw | s |||| 0|eng d
020 |a 9783540778295  |9 978-3-540-77829-5 
024 7 |a 10.1007/978-3-540-77829-5  |2 doi 
040 |d GrThAP 
050 4 |a HF5410-5417.5 
072 7 |a KJS  |2 bicssc 
072 7 |a KJSM  |2 bicssc 
072 7 |a BUS043000  |2 bisacsh 
082 0 4 |a 658.8  |2 23 
100 1 |a Zurawicki, Leon.  |e author. 
245 1 0 |a Neuromarketing  |h [electronic resource] :  |b Exploring the Brain of the Consumer /  |c by Leon Zurawicki. 
264 1 |a Berlin, Heidelberg :  |b Springer Berlin Heidelberg :  |b Imprint: Springer,  |c 2010. 
300 |a XX, 273 p.  |b online resource. 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
347 |a text file  |b PDF  |2 rda 
505 0 |a Exploring the Brain -- Consumption as Feelings -- Neural Underpinnings of Risk Handling, Developing Preference and Choosing -- Neural Bases for Segmentation and Positioning -- Applying Neuroscience and Biometrics to the Practice of Marketing. 
520 |a Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research. 
650 0 |a Business. 
650 0 |a Marketing. 
650 0 |a Neurobiology. 
650 1 4 |a Business and Management. 
650 2 4 |a Marketing. 
650 2 4 |a Neurobiology. 
710 2 |a SpringerLink (Online service) 
773 0 |t Springer eBooks 
776 0 8 |i Printed edition:  |z 9783540778288 
856 4 0 |u http://dx.doi.org/10.1007/978-3-540-77829-5  |z Full Text via HEAL-Link 
912 |a ZDB-2-SBE 
950 |a Business and Economics (Springer-11643)