December 5, 2020

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Consumer Neuroscience

Consumer Neuroscience
Author : Philip Kotler
Publisher : MIT Press
Release Date : 2017-11-16
Category : Business & Economics
Total pages :368
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Foreword / Philip Kotler -- Introduction to consumer neuroscience / Manuel Garcia-Garcia, Moran Cerf, and Ana Iorga -- Brain physiology and anatomy / Yuping Chen, Ming Hsu, and Moran Cerf -- Sensation and perception / Irit Shapira-Lichter and Moran Cerf -- Methods / Moran Cerf -- Attention / Manuel Garcia-Garcia -- Memory / Ingrid LC Nieuwenhuis -- Emotions / Carl Marci and Brendan Murray -- Appendix to chapter 7 -- Attention and emotion / Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, and Fabio Babiloni -- Decision making / Moran Cerf -- The brain's reward system : a marketer's guide to the biological basis of pleasure / Neal J. Roese, Hans Melo, Thalia Vrantsidis, and William A. Cunningham -- Customer-based brand equity : insights from consumer neuroscience / Ming Hsu -- Pricing / Hirak Parikh, Davide Baldo, and Kai-Markus Muller -- Social marketing applications for consumer neuroscience / Dante M. Pirouz -- Using the knowledge from neuroscience to make business predictions / Moran Cerf -- Implications of consumer neuroscience in market research / David Brandt -- Ethics in consumer neuroscience / Julia Trabulsi, Maria Cordero, Daniela Somarriba, and Manuel Garcia-Garcia -- Future of consumer neuroscience / Kimberly Rose Clark -- Index -- Contributors

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Author : Atli, Dincer
Publisher : IGI Global
Release Date : 2020-06-19
Category : Business & Economics
Total pages :304
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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
Publisher : Neurons Incorporated
Release Date : 2015-05-13
Category :
Total pages :204
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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
Publisher : MIT Press
Release Date : 2017-11-16
Category : Business & Economics
Total pages :368
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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

Handbook of Developments in Consumer Behaviour

Handbook of Developments in Consumer Behaviour
Author : Victoria Wells,G. R. Foxall
Publisher : Edward Elgar Publishing
Release Date : 2012-01-01
Category : Business & Economics
Total pages :624
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This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioural ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behaviour research, including consumer culture, impulsivity and compulsiveness, ethics and behavioural ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behaviour will find this enriching resource invaluable.

Defining, Measuring and Managing Consumer Experiences

Defining, Measuring and Managing Consumer Experiences
Author : Annarita Sorrentino
Publisher : Routledge
Release Date : 2020-10-01
Category : Business & Economics
Total pages :106
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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.

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective
Author : Anida Krajina
Publisher : Unknown
Release Date : 2018
Category :
Total pages :129
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The value of eye tracking technology in explaining consumer behaviour appears to be underestimated. Moreover, according to the state of the art, there is a need to expand our understanding of the visual attention patterns and preferences among generation cohorts. This study explains the deviation between potential exposure and the actual exposure to different types of content: text and graphics (picture). Both text and graphics are designed in such a way as to potentially draw the visual attention to the specific elements in the content, called "call to action". Furthermore, the author explores the relation between the strength of the stimuli and the memory effect. The final goal is to define the cognitive and emotional responses as well as the memory effect and to compare them across the two generations (Generation Y and Generation Z). The aim is to provide a recommendation on how to adopt the web-based commercial communication message elements. These recommendations will be based on conclusions drawn from observations of the different online behaviour of two generations. Their uniqueness of common patterns of behaviour will serve as a guideline for adapting web-based content to the two groups.

Brainfluence

Brainfluence
Author : Roger Dooley
Publisher : John Wiley & Sons
Release Date : 2011-10-21
Category : Business & Economics
Total pages :304
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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.

Decision Neuroscience

Decision Neuroscience
Author : Jean-Claude Dreher,Leon Tremblay
Publisher : Academic Press
Release Date : 2016-09-27
Category : Medical
Total pages :440
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Decision Neuroscience addresses fundamental questions about how the brain makes perceptual, value-based, and more complex decisions in non-social and social contexts. This book presents compelling neuroimaging, electrophysiological, lesional, and neurocomputational models in combination with hormonal and genetic approaches, which have led to a clearer understanding of the neural mechanisms behind how the brain makes decisions. The five parts of the book address distinct but inter-related topics and are designed to serve both as classroom introductions to major subareas in decision neuroscience and as advanced syntheses of all that has been accomplished in the last decade. Part I is devoted to anatomical, neurophysiological, pharmacological, and optogenetics animal studies on reinforcement-guided decision making, such as the representation of instructions, expectations, and outcomes; the updating of action values; and the evaluation process guiding choices between prospective rewards. Part II covers the topic of the neural representations of motivation, perceptual decision making, and value-based decision making in humans, combining neurcomputational models and brain imaging studies. Part III focuses on the rapidly developing field of social decision neuroscience, integrating recent mechanistic understanding of social decisions in both non-human primates and humans. Part IV covers clinical aspects involving disorders of decision making that link together basic research areas including systems, cognitive, and clinical neuroscience; this part examines dysfunctions of decision making in neurological and psychiatric disorders, such as Parkinson’s disease, schizophrenia, behavioral addictions, and focal brain lesions. Part V focuses on the roles of various hormones (cortisol, oxytocin, ghrelin/leptine) and genes that underlie inter-individual differences observed with stress, food choices, and social decision-making processes. The volume is essential reading for anyone interested in decision making neuroscience. With contributions that are forward-looking assessments of the current and future issues faced by researchers, Decision Neuroscience is essential reading for anyone interested in decision-making neuroscience. Provides comprehensive coverage of approaches to studying individual and social decision neuroscience, including primate neurophysiology, brain imaging in healthy humans and in various disorders, and genetic and hormonal influences on decision making Covers multiple levels of analysis, from molecular mechanisms to neural-systems dynamics and computational models of how we make choices Discusses clinical implications of process dysfunctions, including schizophrenia, Parkinson’s disease, eating disorders, drug addiction, and pathological gambling Features chapters from top international researchers in the field and full-color presentation throughout with numerous illustrations to highlight key concepts

New Trends in Process Control and Production Management

New Trends in Process Control and Production Management
Author : Lenka Štofová,Petra Szaryszová
Publisher : CRC Press
Release Date : 2017-09-27
Category : Business & Economics
Total pages :582
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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.

Neuroeconomic and Behavioral Aspects of Decision Making

Neuroeconomic and Behavioral Aspects of Decision Making
Author : Kesra Nermend,Małgorzata Łatuszyńska
Publisher : Springer
Release Date : 2017-10-06
Category : Business & Economics
Total pages :419
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This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field that combines neuroscience, psychology and economics to build a comprehensive theory of decision making. At its core, neuroeconomics analyzes the decision-making process not only in terms of external conditions or psychological aspects, but also from the neuronal point of view by examining the cerebral conditions of decision making. The application of IT enhances the possibilities of conducting such analyses. Such studies are now performed by software that provides interaction among all the participants and possibilities to register their reactions more accurately. This book examines some of these applications and methods. Featuring contributions on both theory and application, this book is of interest to researchers, students, academics and professionals interested in experimental economics, neuroeconomics and behavioral economics.

Neuromarketing

Neuromarketing
Author : Leon Zurawicki
Publisher : Springer Science & Business Media
Release Date : 2010-09-02
Category : Business & Economics
Total pages :273
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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.

Brains at Brand Touchpoints

Brains at Brand Touchpoints
Author : Dalia Bagdziunaite
Publisher : Unknown
Release Date : 2018
Category :
Total pages :129
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Living Brands

Living Brands
Author : Constantinos Pandidos
Publisher : LID Publishing
Release Date : 2018-09-20
Category :
Total pages :556
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Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped people survive and thrive. Living Brands deciphers this source code of human behaviour and helps marketers, consumer insights managers, innovation managers, communication experts, designers, PR professionals and brand owners bring brands to life. Living Brands puts forward THE WHEEL OF MOTIVESTM, a tool which goes beyond consumer psychology to establish the links between different disciplines and help practitioners create powerful brands and concepts, increase efficiency of consumer touchpoints, build narratives that engage consumers at a profound human level, and increase the chance of success for new products and new markets. The methodology it describes has already been leveraged by such companies as Coca-Cola, Unilever, L Oréal, Johnson & Johnson, Heineken, Philipp Morris International and other leading CPG companies.

The Aging Consumer

The Aging Consumer
Author : Aimee Drolet,Norbert Schwarz,Carolyn Yoon
Publisher : Routledge
Release Date : 2011-01-11
Category : Psychology
Total pages :328
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At present, about 45 million Americans are over the age of 65, and by 2020, one out of every six Americans will be 65 or older. These statistics are reflective of a worldwide phenomenon in developing and developed countries alike unrivalled since the Industrial Revolution. This edited volume, written by experts in many fields, examines the economic and psychological research on how aging consumers behave, make decisions, and choose in the marketplace. The book takes stock of what is known, identifies gaps and open questions, and outlines an agenda for future research. It covers topics from the individual to the societal level of analysis.