Consumer Neuroscience

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.

• Presents readers with a clear overview of consumer neuroscience as a field
• Includes a visual brain index
• Discusses neuroscientific areas that are highly relevant to consumer sciences but may not yet have been integrated into the discipline
• Offers the combined expertise of a psychologist and a neuroscientist in authoring the book to provide well rounded insights into the area of consumer neuroscience
• Describes unresolved issues and possible methods in consumer neuroscience, along with approaches for tackling them