Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. In order to truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. 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 for a deeper understanding of emotions; mechanisms and applications of neuroimaging methods; lifespan development neuroscience; fundamentals of visual neuroscience; cross modal correspondences for understanding consumer perception of stimuli; and directions for future research. The book concludes with 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.

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 fieldIncludes a visual brain indexDiscusses neuroscientific areas that are highly relevant to consumer sciences but may not yet have been integrated into the disciplineOffers the combined expertise of a psychologist and a neuroscientist in authoring the book to provide well rounded insights into the area of consumer neuroscienceDescribes unresolved issues and possible methods in consumer neuroscience, along with approaches for tackling them

To truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. Consumer Neuroscience 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. Consumer Neuroscience concludes with 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

Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. In order to truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. 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 for a deeper understanding of emotions; mechanisms and applications of neuroimaging methods; lifespan development neuroscience; fundamentals of visual neuroscience; cross modal correspondences for understanding consumer perception of stimuli; and directions for future research. The book concludes with 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.

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 fieldIncludes a visual brain indexDiscusses neuroscientific areas that are highly relevant to consumer sciences but may not yet have been integrated into the disciplineOffers the combined expertise of a psychologist and a neuroscientist in authoring the book to provide well rounded insights into the area of consumer neuroscienceDescribes unresolved issues and possible methods in consumer neuroscience, along with approaches for tackling them

To truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. Consumer Neuroscience 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. Consumer Neuroscience concludes with 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