Consumer Neuroscience Theory and Application 1st Edition by Cathrine Jansson Boyd Peter Bright 0443135827 9780443135828

Consumer Neuroscience Theory and Application 1st Edition Cathrine Jansson Boyd Peter Bright – Ebook PDF Instant Download/Delivery ISBN(s): 9780443135828, 0443135827

Product details:
• ISBN 10:0443135827
• ISBN 13:9780443135828
• Author:Cathrine Jansson Boyd Peter Bright

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.

Table contents:

Chapter 1 Introduction to consumer neuroscience
Chapter 2 An overview of the brain
Chapter 3 Methods in consumer neuroscience
Chapter 4 Visual neuroscience
Chapter 5 The multisensory consumer
Chapter 6 Memory and learning
Chapter 7 Attention, awareness, and consciousness
Chapter 8 Understanding emotions
Chapter 9 Decision making
Chapter 10 Neuroscience_ A lifespan perspective
Chapter 11 An overview of published articles in consumer neuroscie

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