Consumer Neuroscience Pevná vazba
Consumer Neuroscience Pevná vazba A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and…
Specifikacia Consumer Neuroscience Pevná vazba
Consumer Neuroscience Pevná vazba
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 newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making.
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
Consumer Behaviour
Neuroscience
Neuroscience
Social Neuroscience
Cognitive Neuroscience
Affective Neuroscience
Theoretical Neuroscience
Consumer Theory
Educational Neuroscience