Moran Cerf – Consumer Neuroscience

Moran Cerf – Consumer Neuroscience

Contrary to popular belief, consumers do not always act in the best interest of their customers. The emerging field of behavioral economics uses psychology’s insights to study the non-rational behavior of consumers.-rational decision making.

Consumer neuroscience, a newer field, draws upon the neuroscience findings, tools and techniques to help consumers make decisions and judgments.

This book provides a comprehensive overview of consumer neuroscience. It is ideal for classroom use as well as for reference by business and marketing professionals.

After a general overview, the text discusses the anatomy and function of the brain and other physiological systems. The text also examines the sensory and perceptual mechanisms which govern perception and experience. Experts from the field discuss tools that can be used to study the brain. These include fMRI and EEG.-The potential uses of biometrics and tracking in marketing. The book discusses how emotion, memory and attention relate to consumer behavior, cognitive factors in decision making, and the brain’s reward system. The book discusses how consumers form implicit associations with brands, how they perceive pricing and how consumer neuroscience can promote healthy behavior. The book concludes with a discussion of ethical issues related to marketing using neuroscience tools.

Download it immediately Moran Cerf – Consumer Neuroscience

Here’s what you’ll get in Moran Cerf – Consumer Neuroscience