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.
1. Chapter 1 Introduction to consumer neuroscience - p. 1 2. Chapter 2 An overview of the brain - p. 17 3. Chapter 3 Methods in consumer neuroscience - p. 33 4. Chapter 4 Visual neuroscience - p. 51 5. Chapter 5 The multisensory consumer - p. 71 6. Chapter 6 Memory and learning - p. 93 7. Chapter 7 Attention, awareness, and consciousness - p. 119 8. Chapter 8 Understanding emotions - p. 141 9. Chapter 9 Decision making - p. 165 10. Chapter 10 Neuroscience: A lifespan perspective - p. 187 11. Chapter 11 An overview of published articles in consumer neuroscience - p. 211 12. Index - p. 281
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.
1. Chapter 1 Introduction to consumer neuroscience - p. 1 2. Chapter 2 An overview of the brain - p. 17 3. Chapter 3 Methods in consumer neuroscience - p. 33 4. Chapter 4 Visual neuroscience - p. 51 5. Chapter 5 The multisensory consumer - p. 71 6. Chapter 6 Memory and learning - p. 93 7. Chapter 7 Attention, awareness, and consciousness - p. 119 8. Chapter 8 Understanding emotions - p. 141 9. Chapter 9 Decision making - p. 165 10. Chapter 10 Neuroscience: A lifespan perspective - p. 187 11. Chapter 11 An overview of published articles in consumer neuroscience - p. 211 12. Index - p. 281
