- Verlag: Kohlhammer
- Themenbereich: Gesellschaft und Sozialwissenschaften - Soziale und ethische Themen
- Genre: keine Angabe / keine Angabe
- Ersterscheinung: 26.08.2020
- ISBN: 9783170373549
Consumer Neuroscience
Ein transdisziplinäres Lehrbuch
The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new findings. Against this background, this textbook presents the current state of consumer neuroscience in an easy-to-understand form. This new edition will be supplemented with recent findings from international marketing research, such as the concept of the ?marketing placebo effect=. With regard to methodologies, mobile functional near-infrared spectrography (fNIRS) is presented & a technique that can now be used to investigate price perception, advertising effectiveness, branding and consumer behaviour.
Weitere Formate
- ebook / epub 43,99 €
- ebook / PDF 43,99 €
- Paperback 49,00 €
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