000			02146nam a22001937a 4500
005			20241122173633.0
008			241122b |||||||| |||| 00| 0 eng d
020			_a9780262036597
082			_a658.8342 _bCER
245			_aConsumer neuroscience
260			_bMIT Press
365			_aUSD _b75.00
520			_aA comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. (https://mitpress.mit.edu/9780262036597/consumer-neuroscience/)
650			_aConsumers--Psychology
650			_aConsumer behavior
700			_aCerf, Moran [Editor] _918862
700			_aGarcia-Garcia, Manuel [Editor] _918863
942			_cBK _2ddc
999			_c7410 _d7410