Consumer Neuroscience

Consumer Neuroscience
Author: Moran Cerf,Manuel Garcia-Garcia
Publsiher: MIT Press
Total Pages: 368
Release: 2017-11-16
ISBN 10: 0262036592
ISBN 13: 9780262036597
Language: EN, FR, DE, ES & NL

Consumer Neuroscience Book Review:

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Author: Atli, Dincer
Publsiher: IGI Global
Total Pages: 304
Release: 2020-06-19
ISBN 10: 1799831280
ISBN 13: 9781799831280
Language: EN, FR, DE, ES & NL

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience Book Review:

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Introduction to Neuromarketing Consumer Neuroscience

Introduction to Neuromarketing   Consumer Neuroscience
Author: Thomas Zoega Ramsoy
Publsiher: Neurons Incorporated
Total Pages: 204
Release: 2015-05-13
ISBN 10: 9788799760206
ISBN 13: 8799760207
Language: EN, FR, DE, ES & NL

Introduction to Neuromarketing Consumer Neuroscience Book Review:

How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.

Consumer Neuroscience

Consumer Neuroscience
Author: Moran Cerf,Manuel Garcia-Garcia
Publsiher: MIT Press
Total Pages: 368
Release: 2017-11-16
ISBN 10: 0262341611
ISBN 13: 9780262341615
Language: EN, FR, DE, ES & NL

Consumer Neuroscience Book Review:

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

An Integrative Guide to Consumer Neuroscience

An Integrative Guide to Consumer Neuroscience
Author: Sven Braeutigam,Peter Kenning
Publsiher: Oxford University Press
Total Pages: 304
Release: 2022-03-16
ISBN 10: 019250729X
ISBN 13: 9780192507297
Language: EN, FR, DE, ES & NL

An Integrative Guide to Consumer Neuroscience Book Review:

Consumer neuroscience is a complex, interdisciplinary, and emerging field that cuts across psychology, neuroscience, and consumer research. The book provides a comprehensive overview of the foundations and applications of modern consumer neuroscience, exploring a wide range of established and emergent topics in the field, making it the ideal resource for anyone looking to broaden their knowledge base. The content provides a thorough, high-level guide to the mathematical, technological, and theoretical aspects of consumer neuroscience, alongside a wide range of specific applications situated within a scientific context. The book includes chapters on cognitive processes and behaviors, the human brain, mathematical concepts, and neuroscience technologies. It considers the difference of individual, social and commercial neuroscience through the lens of gender differences, aging and ethics, amongst other concepts, enabling the reader to adopt an holistic view of the field and discover new research directions. This is enhanced by the inclusion of consolidating questions and answers for each chapter alongside numerous images to enhance the reader's understanding of the topic. The book is an essential read for the aspiring researcher or practitioner striving for an in-depth understanding of the field and its ramifications.

The Neuro Consumer

The Neuro Consumer
Author: Anne-Sophie Bayle-Tourtoulou,Michel Badoc
Publsiher: Routledge
Total Pages: 322
Release: 2020-04-24
ISBN 10: 1000055485
ISBN 13: 9781000055481
Language: EN, FR, DE, ES & NL

The Neuro Consumer Book Review:

Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

The Cambridge Handbook of Consumer Psychology

The Cambridge Handbook of Consumer Psychology
Author: Michael I. Norton,Derek D. Rucker,Cait Lamberton
Publsiher: Cambridge University Press
Total Pages: 780
Release: 2017-03-16
ISBN 10: 9781107641426
ISBN 13: 110764142X
Language: EN, FR, DE, ES & NL

The Cambridge Handbook of Consumer Psychology Book Review:

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making, their interactions with other consumers, and the effects of societal factors on consumption. The Cambridge Handbook of Consumer Psychology will act as a valuable guide for faculty as well as graduate and undergraduate students in psychology, marketing, management, sociology, and anthropology.

Astonishing Hypothesis

Astonishing Hypothesis
Author: Francis Crick
Publsiher: Simon and Schuster
Total Pages: 317
Release: 1995-07-01
ISBN 10: 0684801582
ISBN 13: 9780684801582
Language: EN, FR, DE, ES & NL

Astonishing Hypothesis Book Review:

Readers will come to appreciate the strength and dignity of Berneta Ringer, a true Western heroine as Doig celebrates his mother's life after finding a cache of her letters, photographs, and childhood writings. It begins with her first winter living in a tent in Montana's Crazy Mountains to the ravages of the Depression on a ranch on Falkner Creek.

Neuromarketing

Neuromarketing
Author: Leon Zurawicki
Publsiher: Springer Science & Business Media
Total Pages: 273
Release: 2010-09-02
ISBN 10: 3540778292
ISBN 13: 9783540778295
Language: EN, FR, DE, ES & NL

Neuromarketing Book Review:

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.

Consumer Social Values

Consumer Social Values
Author: Eda Gurel-Atay,Lynn R. Kahle
Publsiher: Routledge
Total Pages: 278
Release: 2019-04-30
ISBN 10: 1315283719
ISBN 13: 9781315283715
Language: EN, FR, DE, ES & NL

Consumer Social Values Book Review:

Social values are central to people’s lives, guiding behaviors, and judgments, and defining who we are. This book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors. With a diverse set of contributors from different parts of the world, this engaging collection provides a unique examination of social values through cross-cultural research. It incorporates input from researchers with varying academic backgrounds from marketing to psychology and philosophy, and also focuses on a range of methodological approaches including surveys, ethnography, interviews, semantic analysis, and neuroscience. The book introduces innovative concepts and provides comprehensive coverage of several specialized areas, to offer an important contribution to values research and discussion. Key topics include values and choice; means-end chains; relations among goals; motives; religion and personality; value measurement and values related to specific services and industries. Consumer Social Values is an essential resource for scholars, students, and practitioners of consumer psychology and marketing communications.

Defining Measuring and Managing Consumer Experiences

Defining  Measuring and Managing Consumer Experiences
Author: Annarita Sorrentino
Publsiher: Routledge
Total Pages: 106
Release: 2020-10-01
ISBN 10: 1000195511
ISBN 13: 9781000195514
Language: EN, FR, DE, ES & NL

Defining Measuring and Managing Consumer Experiences Book Review:

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and scholars who wish to measure cognitive, emotional and behavioural consumer reactions. More specifically, it explores the changes in consumer behaviours, the limitations of traditional measurement approaches and the importance of capturing small insights with neuromarketing metrics, with a chapter contributed by a leading expert. A new three-point perspective on consumer behaviours is set out that combines behaviour (what people do) with the declared (what people say) and the perceived (what people feel). This approach acknowledges the complexity of consumer behaviours and the methodological bias derived from the use of the traditional techniques (principally the survey) or from big data. Only a holistic perspective can capture the heterogeneous nature of consumer behaviour. The book thereby takes up the theoretical debate about the definition, management and measurement of customer behaviour. It also examines measurement methodologies, an area that has received little attention elsewhere. Besides addressing the scientific community in the field, the book will also be a valuable practical resource for marketing managers, entrepreneurs and consultants who want to implement innovative strategies to manage the customer experience.

New Trends in Process Control and Production Management

New Trends in Process Control and Production Management
Author: Lenka Štofová,Petra Szaryszová
Publsiher: CRC Press
Total Pages: 582
Release: 2017-09-27
ISBN 10: 135167272X
ISBN 13: 9781351672726
Language: EN, FR, DE, ES & NL

New Trends in Process Control and Production Management Book Review:

Dynamic economics, technological changes, increasing pressure from competition and customers to improve manufacturing and services are some of the major challenges to enterprises these days. New ways of improving organizational activities and management processes have to be created, in order to allow enterprises to manage the seemingly intensifying competitive markets successfully. Enterprises apply business optimizing solutions to meet new challenges and conditions. But also ensuring effective development for long-term competitiveness in a global environment. This is necessary for the application of qualitative changes in the industrial policy. “New Trends in Process Control and Production Management” (MTS 2017) is the collection of research papers from authors from seven countries around the world. They present case studies and empirical research which illustrates the progressive trends in business process management and the drive to achieve enterprise development and sustainability.

Brainfluence

Brainfluence
Author: Roger Dooley
Publsiher: John Wiley & Sons
Total Pages: 304
Release: 2011-10-21
ISBN 10: 1118175948
ISBN 13: 9781118175941
Language: EN, FR, DE, ES & NL

Brainfluence Book Review:

Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

Neuromarketing in India

Neuromarketing in India
Author: Tanusree Dutta,Manas Kumar Mandal
Publsiher: Routledge
Total Pages: 78
Release: 2018-06-27
ISBN 10: 1351269348
ISBN 13: 9781351269346
Language: EN, FR, DE, ES & NL

Neuromarketing in India Book Review:

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.

Applying Neuroscience to Business Practice

Applying Neuroscience to Business Practice
Author: Dos Santos, Manuel Alonso
Publsiher: IGI Global
Total Pages: 332
Release: 2016-10-25
ISBN 10: 152251029X
ISBN 13: 9781522510291
Language: EN, FR, DE, ES & NL

Applying Neuroscience to Business Practice Book Review:

Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

Blindsight

Blindsight
Author: Matt Johnson,Prince Ghuman
Publsiher: BenBella Books
Total Pages: 288
Release: 2020-05-19
ISBN 10: 1950665232
ISBN 13: 9781950665235
Language: EN, FR, DE, ES & NL

Blindsight Book Review:

Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.

Unconscious Branding

Unconscious Branding
Author: Douglas Van Praet
Publsiher: St. Martin's Press
Total Pages: 288
Release: 2012-11-13
ISBN 10: 1137042788
ISBN 13: 9781137042781
Language: EN, FR, DE, ES & NL

Unconscious Branding Book Review:

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

Novel Frontiers of Advanced Neuroimaging

Novel Frontiers of Advanced Neuroimaging
Author: Kostas Fountas
Publsiher: BoD – Books on Demand
Total Pages: 234
Release: 2013-01-09
ISBN 10: 9535109235
ISBN 13: 9789535109235
Language: EN, FR, DE, ES & NL

Novel Frontiers of Advanced Neuroimaging Book Review:

Emerging imaging modalities continuously increase the diagnostic sensitivity and accuracy of neuroimaging, and have transformed diagnostic radiology into a powerful research and clinical tool. Various novel neuroimaging modalities have become of paramount importance, not only in establishing diagnosis but also in guiding surgical intervention, and in evaluating the treatment effect. Advanced MR based techniques such as Fractional Anisotropy, Diffusion Tensor Imaging, Proton Spectroscopy, and task-generated as well as resting-state functional MRI have tremendously increased the power of the modern neuroscientist’s armamentarium. The employment of advanced neuroimaging techniques have been expanded in the scientific fields of neuropsychology, consumer’s psychology, and forensic medicine. Our current textbook presents exactly a collection of such innovative work, and explores new frontiers, and future applications of neuroimaging

Decoding the Irrational Consumer

Decoding the Irrational Consumer
Author: Darren Bridger
Publsiher: Kogan Page Publishers
Total Pages: 224
Release: 2015-08-03
ISBN 10: 0749473851
ISBN 13: 9780749473853
Language: EN, FR, DE, ES & NL

Decoding the Irrational Consumer Book Review:

Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. This book presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.

Organizational Innovation in the Digital Age

Organizational Innovation in the Digital Age
Author: Carolina Machado
Publsiher: Springer Nature
Total Pages: 135
Release: 2022
ISBN 10: 3030981835
ISBN 13: 9783030981839
Language: EN, FR, DE, ES & NL

Organizational Innovation in the Digital Age Book Review: