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Consumer Neuroscience

Consumer Neuroscience
  • Author : Philip Kotler
  • Publisher :Unknown
  • Release Date :2017-11-16
  • Total pages :368
  • ISBN : 0262036592
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Summary : Foreword / Philip Kotler -- Introduction to consumer neuroscience / Manuel Garcia-Garcia, Moran Cerf, and Ana Iorga -- Brain physiology and anatomy / Yuping Chen, Ming Hsu, and Moran Cerf -- Sensation and perception / Irit Shapira-Lichter and Moran Cerf -- Methods / Moran Cerf -- Attention / Manuel Garcia-Garcia -- Memory / Ingrid LC Nieuwenhuis -- Emotions / Carl Marci and Brendan Murray -- Appendix to chapter 7 -- Attention and emotion / Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, and Fabio Babiloni -- Decision making / Moran Cerf -- The brain's reward system : a marketer's guide to the biological basis of pleasure / Neal J. Roese, Hans Melo, Thalia Vrantsidis, and William A. Cunningham -- Customer-based brand equity : insights from consumer neuroscience / Ming Hsu -- Pricing / Hirak Parikh, Davide Baldo, and Kai-Markus Muller -- Social marketing applications for consumer neuroscience / Dante M. Pirouz -- Using the knowledge from neuroscience to make business predictions / Moran Cerf -- Implications of consumer neuroscience in market research / David Brandt -- Ethics in consumer neuroscience / Julia Trabulsi, Maria Cordero, Daniela Somarriba, and Manuel Garcia-Garcia -- Future of consumer neuroscience / Kimberly Rose Clark -- Index -- Contributors

Introduction to Neuromarketing & Consumer Neuroscience

Introduction to Neuromarketing & Consumer Neuroscience
  • Author : Thomas Zoega Ramsoy
  • Publisher :Unknown
  • Release Date :2015-05-13
  • Total pages :204
  • ISBN : 9788799760206
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Summary : How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
  • Author : Dincer Atli
  • Publisher :Unknown
  • Release Date :2020
  • Total pages :328
  • ISBN : 9781799831266
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Summary : Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Consumer Neuroscience

Consumer Neuroscience
  • Author : Moran Cerf,Manuel Garcia-Garcia
  • Publisher :Unknown
  • Release Date :2017-11-16
  • Total pages :368
  • ISBN : 0262341611
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Summary : A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
  • Author : Atli, Dincer
  • Publisher :Unknown
  • Release Date :2020-06-19
  • Total pages :304
  • ISBN : 1799831280
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Summary : Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Brains at Brand Touchpoints

Brains at Brand Touchpoints
  • Author : Dalia Bagdziunaite
  • Publisher :Unknown
  • Release Date :2018
  • Total pages :229
  • ISBN : 9788793579941
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Summary :

Handbook of Developments in Consumer Behaviour

Handbook of Developments in Consumer Behaviour
  • Author : Victoria Wells,G. R. Foxall
  • Publisher :Unknown
  • Release Date :2012-01-01
  • Total pages :624
  • ISBN : 1781005125
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Summary : This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioural ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behaviour research, including consumer culture, impulsivity and compulsiveness, ethics and behavioural ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behaviour will find this enriching resource invaluable.

The Neuro-Consumer

The Neuro-Consumer
  • Author : Anne-Sophie Bayle-Tourtoulou,Michel Badoc
  • Publisher :Unknown
  • Release Date :2020-04-24
  • Total pages :322
  • ISBN : 1000055523
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Summary : Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

Defining, Measuring and Managing Consumer Experiences

Defining, Measuring and Managing Consumer Experiences
  • Author : Annarita Sorrentino
  • Publisher :Unknown
  • Release Date :2020-10-01
  • Total pages :106
  • ISBN : 1000195511
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Summary : This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and scholars who wish to measure cognitive, emotional and behavioural consumer reactions. More specifically, it explores the changes in consumer behaviours, the limitations of traditional measurement approaches and the importance of capturing small insights with neuromarketing metrics, with a chapter contributed by a leading expert. A new three-point perspective on consumer behaviours is set out that combines behaviour (what people do) with the declared (what people say) and the perceived (what people feel). This approach acknowledges the complexity of consumer behaviours and the methodological bias derived from the use of the traditional techniques (principally the survey) or from big data. Only a holistic perspective can capture the heterogeneous nature of consumer behaviour. The book thereby takes up the theoretical debate about the definition, management and measurement of customer behaviour. It also examines measurement methodologies, an area that has received little attention elsewhere. Besides addressing the scientific community in the field, the book will also be a valuable practical resource for marketing managers, entrepreneurs and consultants who want to implement innovative strategies to manage the customer experience.

Brainfluence

Brainfluence
  • Author : Roger Dooley
  • Publisher :Unknown
  • Release Date :2011-10-21
  • Total pages :304
  • ISBN : 1118175948
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Summary : Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

Neuromarketing

Neuromarketing
  • Author : Leon Zurawicki
  • Publisher :Unknown
  • Release Date :2010-09-02
  • Total pages :273
  • ISBN : 9783540778295
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Summary : 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.

Unconscious Branding

Unconscious Branding
  • Author : Douglas Van Praet
  • Publisher :Unknown
  • Release Date :2012-11-13
  • Total pages :288
  • ISBN : 1137042788
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Summary : For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

Neuropricing

Neuropricing
  • Author : Marc Linzmajer
  • Publisher :Unknown
  • Release Date :2013
  • Total pages :262
  • ISBN : 09876543XX
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Summary :

New Trends in Process Control and Production Management

New Trends in Process Control and Production Management
  • Author : Lenka Štofová,Petra Szaryszová
  • Publisher :Unknown
  • Release Date :2017-09-27
  • Total pages :582
  • ISBN : 1351672711
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Summary : Dynamic economics, technological changes, increasing pressure from competition and customers to improve manufacturing and services are some of the major challenges to enterprises these days. New ways of improving organizational activities and management processes have to be created, in order to allow enterprises to manage the seemingly intensifying competitive markets successfully. Enterprises apply business optimizing solutions to meet new challenges and conditions. But also ensuring effective development for long-term competitiveness in a global environment. This is necessary for the application of qualitative changes in the industrial policy. “New Trends in Process Control and Production Management” (MTS 2017) is the collection of research papers from authors from seven countries around the world. They present case studies and empirical research which illustrates the progressive trends in business process management and the drive to achieve enterprise development and sustainability.

Applying Neuroscience to Business Practice

Applying Neuroscience to Business Practice
  • Author : Dos Santos, Manuel Alonso
  • Publisher :Unknown
  • Release Date :2016-10-25
  • Total pages :332
  • ISBN : 152251029X
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Summary : Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

Living Brands

Living Brands
  • Author : Constantinos Pandidos
  • Publisher :Unknown
  • Release Date :2018-09-20
  • Total pages :556
  • ISBN : 1911498797
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Summary : Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped people survive and thrive. Living Brands deciphers this source code of human behaviour and helps marketers, consumer insights managers, innovation managers, communication experts, designers, PR professionals and brand owners bring brands to life. Living Brands puts forward THE WHEEL OF MOTIVESTM, a tool which goes beyond consumer psychology to establish the links between different disciplines and help practitioners create powerful brands and concepts, increase efficiency of consumer touchpoints, build narratives that engage consumers at a profound human level, and increase the chance of success for new products and new markets. The methodology it describes has already been leveraged by such companies as Coca-Cola, Unilever, L Oréal, Johnson & Johnson, Heineken, Philipp Morris International and other leading CPG companies.

Neuro Design

Neuro Design
  • Author : Darren Bridger
  • Publisher :Unknown
  • Release Date :2017-02-03
  • Total pages :264
  • ISBN : 0749478896
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Summary : Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimise their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement with their website and boost profitability.

Neuroeconomic and Behavioral Aspects of Decision Making

Neuroeconomic and Behavioral Aspects of Decision Making
  • Author : Kesra Nermend,Małgorzata Łatuszyńska
  • Publisher :Unknown
  • Release Date :2017-10-06
  • Total pages :419
  • ISBN : 3319629387
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Summary : This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field that combines neuroscience, psychology and economics to build a comprehensive theory of decision making. At its core, neuroeconomics analyzes the decision-making process not only in terms of external conditions or psychological aspects, but also from the neuronal point of view by examining the cerebral conditions of decision making. The application of IT enhances the possibilities of conducting such analyses. Such studies are now performed by software that provides interaction among all the participants and possibilities to register their reactions more accurately. This book examines some of these applications and methods. Featuring contributions on both theory and application, this book is of interest to researchers, students, academics and professionals interested in experimental economics, neuroeconomics and behavioral economics.

Astonishing Hypothesis

Astonishing Hypothesis
  • Author : Francis Crick
  • Publisher :Unknown
  • Release Date :1995-07-01
  • Total pages :317
  • ISBN : 0684801582
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Summary : Readers will come to appreciate the strength and dignity of Berneta Ringer, a true Western heroine as Doig celebrates his mother's life after finding a cache of her letters, photographs, and childhood writings. It begins with her first winter living in a tent in Montana's Crazy Mountains to the ravages of the Depression on a ranch on Falkner Creek.

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective
  • Author : Anida Krajina
  • Publisher :Unknown
  • Release Date :2018
  • Total pages :229
  • ISBN : 9788021091108
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Summary : The value of eye tracking technology in explaining consumer behaviour appears to be underestimated. Moreover, according to the state of the art, there is a need to expand our understanding of the visual attention patterns and preferences among generation cohorts. This study explains the deviation between potential exposure and the actual exposure to different types of content: text and graphics (picture). Both text and graphics are designed in such a way as to potentially draw the visual attention to the specific elements in the content, called "call to action". Furthermore, the author explores the relation between the strength of the stimuli and the memory effect. The final goal is to define the cognitive and emotional responses as well as the memory effect and to compare them across the two generations (Generation Y and Generation Z). The aim is to provide a recommendation on how to adopt the web-based commercial communication message elements. These recommendations will be based on conclusions drawn from observations of the different online behaviour of two generations. Their uniqueness of common patterns of behaviour will serve as a guideline for adapting web-based content to the two groups.

The Aging Consumer

The Aging Consumer
  • Author : Aimee Drolet,Norbert Schwarz,Carolyn Yoon
  • Publisher :Unknown
  • Release Date :2011-01-11
  • Total pages :328
  • ISBN : 1136980172
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Summary : At present, about 45 million Americans are over the age of 65, and by 2020, one out of every six Americans will be 65 or older. These statistics are reflective of a worldwide phenomenon in developing and developed countries alike unrivalled since the Industrial Revolution. This edited volume, written by experts in many fields, examines the economic and psychological research on how aging consumers behave, make decisions, and choose in the marketplace. The book takes stock of what is known, identifies gaps and open questions, and outlines an agenda for future research. It covers topics from the individual to the societal level of analysis.