Neuromarketing; Preface; Introduction; Contents; Chapter 1: Exploring the Brain; Chapter 2: Consumption as Feelings; Chapter 3: Neural Underpinnings of Risk Handling, Developing Preference and Choosing; Chapter 4: Neural Bases for Segmentation and Positioning; Chapter 5: Applying Neuroscience and Biometrics to the Practice of Marketing; Bibliography; Index
Summary
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 -
