消費者行動神経科学 Consumer Neuroscience : Theory and Application

Jansson-Boyd, Cathrine/ Bright, Peter

Academic Press Inc（2023/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 306 p.
• 言語 ENG
• 商品コード 9780443135811
• DDC分類 658.8342

Full Description

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.

Contents

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