Neuromarketing Exploring the Brain of the Consumer /
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 me...
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| Format: | Electronic |
| Language: | English |
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Berlin, Heidelberg :
Springer Berlin Heidelberg : Imprint: Springer,
2010.
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| Online Access: | https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-540-77829-5 |
Table of Contents:
- Exploring the Brain
- Consumption as Feelings
- Neural Underpinnings of Risk Handling, Developing Preference and Choosing
- Neural Bases for Segmentation and Positioning
- Applying Neuroscience and Biometrics to the Practice of Marketing.