Neuromarketing in India: Understanding the Indian Consumer

By Manas K Mandal, Tanusree Dutta, Manas Kumar Mandal

Book Overview

This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The

• Format: Paperback
• Language: English
• ISBN: 1032931256
• ISBN13: 9781032931258
• Release Date: October 2024
• Publisher: Routledge
• Length: 86 Pages
• Weight: 0.24 lbs.
• Dimensions: 0.2" x 5.5" x 8.5"