Neuromarketing in India: Understanding the Indian Consumer

By Manas K Mandal, Tanusree Dutta, Manas Kumar Mandal

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 use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.

• Format: Hardcover
• Language: English
• ISBN: 1138576670
• ISBN13: 9781138576674
• Release Date: June 2018
• Publisher: Routledge
• Length: 78 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.3" x 5.5" x 8.5"