Neuromarketing [recurso electrónico] : Exploring the Brain of the Consumer / by Leon Zurawicki.

Por: Zurawicki, Leon [author.]Colaborador(es): SpringerLink (Online service)Tipo de material: TextoTextoEditor: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2010Descripción: XX, 273 p. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9783540778295Tema(s): Economics | Neurobiology | Marketing | Economics/Management Science | Marketing | NeurobiologyFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 658.8 Clasificación LoC:HF5410-5417.5Recursos en línea: Libro electrónicoTexto
Contenidos:
Exploring the Brain -- Consumption as Feelings -- Neural Underpinnings of Risk Handling, Developing Preference and Choosing -- Neural Bases for Segmentation and Positioning -- Applying Neuroscience and Biometrics to the Practice of Marketing.
En: Springer eBooksResumen: 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.
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Existencias
Tipo de ítem Biblioteca actual Colección Signatura Copia número Estado Fecha de vencimiento Código de barras
Libro Electrónico Biblioteca Electrónica
Colección de Libros Electrónicos HF5410 -5417.5 (Browse shelf(Abre debajo)) 1 No para préstamo 373219-2001

Exploring the Brain -- Consumption as Feelings -- Neural Underpinnings of Risk Handling, Developing Preference and Choosing -- Neural Bases for Segmentation and Positioning -- Applying Neuroscience and Biometrics to the Practice of Marketing.

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.

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