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Consumer Neuroscience

Consumer Neuroscience
A Book

by Philip Kotler

  • Publisher : MIT Press
  • Release : 2017-11-16
  • Pages : 368
  • ISBN : 0262036592
  • Language : En, Es, Fr & De
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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
A Book

by Atli, Dincer

  • Publisher : IGI Global
  • Release : 2020-06-19
  • Pages : 304
  • ISBN : 1799831280
  • Language : En, Es, Fr & De
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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
A Book

by Thomas Zoega Ramsoy

  • Publisher : Neurons Incorporated
  • Release : 2015-05-13
  • Pages : 204
  • ISBN : 9788799760206
  • Language : En, Es, Fr & De
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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

by Valentina Vodopivec

  • Publisher : Unknown Publisher
  • Release : 2016
  • Pages : 62
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Ph.D.-serie

Ph.D.-serie
A Consumer Neuroscience Study of Information Processing of Brand Advertisements and the Store Environment in Compulsive Buying. Brains at brand touchpoints

by Dalia Bagdziunaite

  • Publisher : Unknown Publisher
  • Release : 2018
  • Pages : 329
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Defining, Measuring and Managing Consumer Experiences

Defining, Measuring and Managing Consumer Experiences
A Book

by Annarita Sorrentino

  • Publisher : Routledge
  • Release : 2020-10-01
  • Pages : 106
  • ISBN : 1000195511
  • Language : En, Es, Fr & De
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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.

The Cambridge Handbook of Consumer Psychology

The Cambridge Handbook of Consumer Psychology
A Book

by Michael I. Norton,Derek D. Rucker,Cait Lamberton

  • Publisher : Cambridge University Press
  • Release : 2015-09-09
  • Pages : 329
  • ISBN : 131641616X
  • Language : En, Es, Fr & De
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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.

New Trends in Process Control and Production Management

New Trends in Process Control and Production Management
Proceedings of the International Conference on Marketing Management, Trade, Financial and Social Aspects of Business (MTS 2017), May 18-20, 2017, Košice, Slovak Republic and Tarnobrzeg, Poland

by Lenka Štofová,Petra Szaryszová

  • Publisher : CRC Press
  • Release : 2017-09-27
  • Pages : 582
  • ISBN : 135167272X
  • Language : En, Es, Fr & De
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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.

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective

Interpretation of Online Consumer Behaviour from the Consumer Neuroscience Perspective
Cross Generational Study

by Anida Krajina

  • Publisher : Unknown Publisher
  • Release : 2018
  • Pages : 329
  • ISBN : 9788021091108
  • Language : En, Es, Fr & De
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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.

Consumer Neuroscience

Consumer Neuroscience
ein perspektivischer und anwendungsorientierter Überblick über ein neues Forschungsgebiet am Beispiel von impulsivem und kompulsivem Kaufverhalten

by Anita Mirja Hubert

  • Publisher : Unknown Publisher
  • Release : 2013
  • Pages : 190
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Brains at Brand Touchpoints

Brains at Brand Touchpoints
A Consumer Neuroscience Study of Information Processing of Brand Advertisements and the Store Environment in Compulsive Buying

by Dalia Bagdziunaite

  • Publisher : Unknown Publisher
  • Release : 2018
  • Pages : 329
  • ISBN : 9788793579958
  • Language : En, Es, Fr & De
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Background. Compulsive buying-defined as excessive, uncontrolled, and repetitive buying- is a serious problem in today's society, driven by consumeristic values and reinforced by marketing efforts. However, the research on the external influences (e.g., brand information) and underlying processes that explain consumer behavior in brand-manifesting situations in compulsive buying is relatively scarce. This thesis provides an integrative literature review and two experimental studies that yield cross-disciplinary insights into the compulsive buying phenomenon. The thesis aims to study the cognitive, emotional, and behavioral responses that characterize consumer-brand interactions at relevant brand touchpoints in compulsive buying. Research methodology. Two experimental studies investigate similarities and differences between two groups of consumers with high and low compulsive buying tendencies (CBTs) at two brand touchpoints that represent a pre-purchase and purchase phase of the consumer journey. Multimodal consumer neuroscience tools (i.e., eye-tracker, EEG, and EDA) are employed to collect neurophysiological and physiological responses during exposure to marketing information. The first study examines consumer information processing of advertisements during a simulated TV commercial-viewing experiment. The second study investigates consumer information processing of store environments during a field experiment conducted in two single-brand fashion-apparel stores (i.e., low-end vs. high-end). Findings. The findings from the first study indicate that, regardless of their CBT level, consumers tend to allocate a relatively equal amount of cognitive resources to attend to, process, and remember exposed advertising information during the entire duration of commercial viewing. The two groups differed in their visual processing of brand elements only when viewing advertisements related to social cause. In the consumer group with a high CBT, a higher cognitive workload was linked to a lower probability of subsequent brand recognition. The findings from the second study revealed that, regardless of the fashion-store type, consumers with a high CBT chose items that were more expensive than consumers with a low CBT. The changes in physiological arousal during the first minute of shopping showed that, although both consumer groups were more emotionally responsive to the high-end than the low-end fashion store, the emotional receptivity in both groups was expressed in different physiological responses. Specifically, consumers with a high CBT demonstrated a higher frequency and a shorter duration of emotional responses, whereas consumers with a low CBT showed a higher amplitude of emotional responses in the high-end fashion store than in the low-end fashion store. The results indicate that there are two potentially different mechanisms that occur in the two consumer groups during encounters with store information. Conclusions. This thesis provides theoretical, methodological, managerial, and societal contributions. This research highlights the fact that compulsive buying is a complex phenomenon and that researchers should address both internal and external influences, examine the unconscious processes and mechanisms, and study consumer responses to marketing information in more naturalistic settings. The thesis also promotes the integration of consumer neuroscience tools with the compulsive buying research practice, aims to increase the awareness of the problem of compulsive buying, and encourages the development of novel, technologybased and scientifically driven consumer-behavior-monitoring policies.

Neuropricing

Neuropricing
ein Beitrag zur Integration der Consumer Neuroscience in die verhaltenswissenschaftlich orientierte Preisforschung und das betriebliche Preismanagement

by Marc Linzmajer

  • Publisher : Unknown Publisher
  • Release : 2013
  • Pages : 262
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Handbook of Developments in Consumer Behaviour

Handbook of Developments in Consumer Behaviour
A Book

by Victoria Wells,G. R. Foxall

  • Publisher : Edward Elgar Publishing
  • Release : 2012-01-01
  • Pages : 624
  • ISBN : 1781005125
  • Language : En, Es, Fr & De
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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.

Inspiring Green Consumer Choices

Inspiring Green Consumer Choices
Leverage Neuroscience to Reshape Marketplace Behavior

by Michael E. Smith,Overcoming the Sustainability Say-Do Gap Michael E Smith

  • Publisher : Kogan Page
  • Release : 2021-09-28
  • Pages : 256
  • ISBN : 9781398601000
  • Language : En, Es, Fr & De
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Shape the consumer's mindset using insights from neuroscience to trigger purchasing behavior that maps to their intention to buy sustainable products and services.

International Journal of Advertising

International Journal of Advertising
A Book

by Anonim

  • Publisher : Unknown Publisher
  • Release : 2008
  • Pages : 329
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Society, Organizations and the Brain: building towards a unified cognitive neuroscience perspective

Society, Organizations and the Brain: building towards a unified cognitive neuroscience perspective

by Carl Senior,Nick Lee,Sven Braeutigam

  • Publisher : Frontiers Media SA
  • Release : 2015-07-02
  • Pages : 329
  • ISBN : 2889195805
  • Language : En, Es, Fr & De
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This e-book brings together scholars in both the neurosciences and organizational sciences who have adopted various approaches to study the cognitive mechanisms mediating the social behavior that we see within organizations. Such an approach has been termed by ourselves, and others, as ‘organisational cognitive neuroscience’. In recent years there has been a veritable increase in studies that have explored the cognitive mechanisms driving such behaviors, and much progress has been made in understanding the neural underpinnings of processes such as financial exchange, risk awareness and even leadership. However, while these studies are informative and add to our understanding of human cognition they fall short of providing evidence-based recommendations for practice. Specifically, we address the broader issue of how the neuroscientific study of such core social behaviors can be used to improve the very way that we work. To address these gaps in our understanding the chapters in this book serve as a platform that allows scholars in both the neurosciences and the organizational sciences to highlight the work that spans across these two fields. The consolidation of these two fields also serves to highlight the utility of a singular organizational cognitive neuroscience. This is a fundamentally important outcome of the book as the application of neuroscience to address economically relevant behaviors has seen a variety of fields evolve in their own right, such as neuromarketing, neuroeconomics and so forth. The use of neuro-scientific technologies,in particular fMRI, has indeed led to a bewildering (and somewhat suffocating) proliferation of new approaches, however, the speed of such developments demands that we must proceed carefully with such ventures or risk some fundamental mistakes. The book that you now hold will consolidates these new neuroscience based approaches and in doing so highlight the importance of this approach in helping us to understand human social behavior in general. Taken together the chapters provide a framework for scholars within the neurosciences who wish to explore the further the opportunities that the study of organisational behavior may provide.

The Neuropsychology of Consumer Behavior and Marketing

The Neuropsychology of Consumer Behavior and Marketing
A Book

by Anonim

  • Publisher : Unknown Publisher
  • Release : 2017
  • Pages : 329
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Abstract: Insights and tools from neuroscience are of great value to marketers. Neuroscientific techniques allow consumer researchers to understand the fundamental neural underpinnings of psychological processes that drive consumer behavior, and elucidate the "black box" that is the consumer's mind. In the following review, we provide an overview of the fundamental tenets of consumer neuroscience, selectively outline key areas of marketing that consumer neuroscience has contributed to, compare and contrast neuroscientific tools and methods, and discuss future directions for neurophysiological work in marketing. In doing so, we illustrate the broad substantive landscape that neuroscience can add value to within marketing.

The Neuro-Consumer

The Neuro-Consumer
Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain

by Anne-Sophie Bayle-Tourtoulou,Michel Badoc

  • Publisher : Routledge
  • Release : 2020-04-24
  • Pages : 322
  • ISBN : 1000055523
  • Language : En, Es, Fr & De
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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.

Neuromarketing

Neuromarketing
Exploring the Brain of the Consumer

by Leon Zurawicki

  • Publisher : Springer Science & Business Media
  • Release : 2010-09-02
  • Pages : 273
  • ISBN : 9783540778295
  • Language : En, Es, Fr & De
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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.

Decoding the Irrational Consumer

Decoding the Irrational Consumer
How to Commission, Run and Generate Insights from Neuromarketing Research

by Darren Bridger

  • Publisher : Kogan Page Publishers
  • Release : 2015-08-03
  • Pages : 224
  • ISBN : 0749473851
  • Language : En, Es, Fr & De
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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.