Consumer Neuroscience: Theory and Application (Paperback) (ISBN-13: 9780443135811)

Consumer Neuroscience: Theory and Application presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. The initial chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience will be able to grasp the more advanced content. The book moves on to review methods, the field of affective neuroscience, mechanisms and applications of neuroimaging methods and fundamentals of visual neuroscience. Final sections provide a collection of case studies that allow readers to analyze actual results of different cases in which brain activity was used to answer marketing and business questions.

Author: Cathrine Jansson-Boyd, Peter Bright
ISBN-10: 0443135819
ISBN-13: 9780443135811
Publisher: Academic Press
Language: English
Published: 10/24/2023
Pages: 306
Format: Paperback