Kooperativer Bibliotheksverbund

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Umfang: 1 online resource (308 pages)

Ausgabe: First edition.

ISBN: 9780443135828 , 0443135827

Inhalt: 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.

Anmerkung: Intro -- Consumer Neuroscience: Theory and Application -- Copyright -- Contents -- Foreword -- Preface -- Acknowledgments -- Chapter 1 Introduction to consumer neuroscience -- Advantages of consumer neuroscience -- Should businesses be skeptical of using neuroscience? -- Shortcomings -- Training is required -- Reverse inference -- Ethics -- Can you afford to use neuroscience equipment? -- Context and individual differences -- Brain plasticity -- Expectations guide responses -- Feeling rejected -- Benefits to other research areas -- Trust -- Neurology and well-being -- Cue reactivity -- Chapter summary -- Chapter 2 An overview of the brain -- The neuron -- Neurotransmitter systems -- Gross brain structure -- The cerebrum -- The cerebellum -- The brainstem -- The diencephalon -- The basal ganglia -- Subcortical structures -- The 12 cranial nerves -- Blood supply to the brain -- Summary -- Glossary of key terms -- Chapter 3 Methods in consumer neuroscience -- Mapping brain activity -- Functional magnetic resonance imaging (fMRI) -- Positron emission tomography (PET) -- Electroencephalography (EEG) -- Magnetoencephalography (MEG) -- Tapping into the unconscious -- Eye-tracking -- Eye-tracking and consumer research -- Implicit association tests (IAT) -- Methods that modulate brain activity -- tDCS and TMS -- Measuring skin and facial responses -- Electrodermal activity (EDA) -- Reading facial emotions -- Summary -- Chapter 4 Visual neuroscience -- Vision -- The eye -- The visual cortex -- Visual perception -- Visual search -- Object recognition -- Principles of perceptual organization: Gestalt theory -- Valence perception -- Pricing -- The 'look' of packaging -- Visual imagery in advertising -- The human face of advertising -- Emotionally arousing imagery -- Summary -- Chapter 5 The multisensory consumer -- The tactile sense -- Understanding' touch. , Interpersonal social consumer touch -- Tactile congruency -- The auditory sense -- Understanding sound -- Music -- Food and sound -- Auditory input and the other senses -- The olfactory sense -- The olfactory system -- Interacting with other senses -- Individual differences -- Taste -- The influence of consumer culture on taste perception -- Oral-somatosensory information and choice -- Visual and auditory factors that play a role in taste -- Summary -- Chapter 6 Memory and learning -- Sensory and working memory -- Sensory memory -- Working memory -- Memory formation -- Consolidation -- Associative network -- Repetition and product placement -- Experts -- Long-term memory -- Declarative memory -- Nondeclarative memory -- Memory and emotions -- Decision making -- Cued and context-dependent recall -- Sensory input -- Forgetting -- Summary -- Chapter 7 Attention, awareness, and consciousness -- Visual attention -- Capacity limitations and selectivity -- Overt and covert attention -- Bottom-up and top-down processing -- Measurement of attention -- How to capture consumer attention -- Attention and decision making -- Awareness and consciousness -- Implicit processing -- Preference and decision making -- Emotions and unconsciousness -- Subliminal advertising -- Summary -- Chapter 8 Understanding emotions -- Measuring emotions -- The nature of emotions -- Brain regions involved in detecting emotions -- Basic emotions -- Constructed emotion -- The role of cognition in experiencing emotions -- Emotions, attention, and recall -- Selective attention -- Recall -- Decision making and affect -- Subliminal emotion exposure -- Affective forecasting -- The choices people make -- Social aspects -- Advertising -- The influence of others -- Music -- Summary -- Chapter 9 Decision making -- Cognition and emotion -- Cognition -- Emotions -- Uncertainty. , Motivation and reward -- Sex and money -- Intertemporal choice -- Branding -- Gambling -- Does dopamine serve pleasure or motivation? -- Consumer values -- Social influence -- Aesthetics -- Neuroaesthetics -- Product and packaging design -- Online decision making -- Purchase reviews -- Payment methods -- Summary -- Chapter 10 Neuroscience: A lifespan perspective -- Early development -- Cerebral cortex development during childhood -- Adolescence -- Adolescence and addiction -- Social influences -- Sensory systems in older consumers -- Vision -- Hearing -- The sense of smell -- Taste -- Haptics -- Food and the older consumer -- Food textures -- Memory and food -- Memory -- Decision making -- Online decision making -- Chapter summary -- Chapter 11 An overview of published articles in consumer neuroscience -- References -- Index.

Weitere Ausg.: Print version: Jansson-Boyd, Cathrine Consumer Neuroscience San Diego : Elsevier Science & Technology,c2023 ISBN 9780443135811

Sprache: Englisch