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Neuromarketing in India: Understanding the Indian Consumer
Hardcover
Series: Routledge Focus on Management and Society
ManagementMarketingGeneral Sociology
ISBN13: 9781138576674
Publisher: Routledge
Published: Jun 28 2018
Pages: 78
Weight: 0.55
Height: 0.25 Width: 5.50 Depth: 8.50
Language: English
This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.
1 different editions
Also available
Neuromarketing in India: Understanding the Indian Consumer
Dutta, Tanusree
Mandal, Manas Kumar
Paperback
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