Neuromarketing Exploring the Brain of the Consumer /

• 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: Business.; Marketing.; Neurobiology.; Business and Management.

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...

Πίνακας περιεχομένων:

• 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.