Consumer Neuroscience

By Cathrine V. Jansson-Boyd and Peter Bright

Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. In order to truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. 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 for a deeper understanding of emotions; mechanisms and applications of neuroimaging methods; lifespan development neuroscience; fundamentals of visual neuroscience; cross modal correspondences for understanding consumer perception of stimuli; and directions for future research. The book concludes with 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.

• Format: Paperback
• Language: English
• ISBN: 0128027363
• ISBN13: 9780128027363
• Release Date: March 2024
• Publisher: Academic Press
• Length: 300 Pages