You might also like

More about Neuromarketing

• Book details
• Synopsis
• Trending among others

You get 476 loyalty points

Book synopsis

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 mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Book details

Book category Books in English Economics, finance, business & management Business & management Management & management techniques

• Full title: Neuromarketing
• Author: Leon Zurawicki
• Language: English
• Binding: Hardback
• Number of pages: 273
• EAN: 9783540778288
• ISBN: 3540778284
• ID: 04333766
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 618 g
• Dimensions: 241 × 162 × 23 mm
• Date of publishing: 09. September 2010

Trending among others

---

---

---