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Consumer Neuroscience: Theory and Application

Consumer Neuroscience: Theory and Application

Paperback

Investing & FinanceGeneral Psychology

ISBN10: 0443135819
ISBN13: 9780443135811
Publisher: Academic Press
Published: Oct 24 2023
Pages: 306
Weight: 1.10
Height: 0.60 Width: 5.90 Depth: 9.00
Language: English
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.

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