Tanusree Dutta - Böcker

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.

This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers.The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective, i.e.

This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers.The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective, i.e.

The volume provides a comprehensive understanding of the conceptual and practical implications of happiness. It is a synthesis of cutting-edge research and real-world strategies by authors from diverse disciplines, including psychology, sociology, philosophy, neuroscience, spirituality, education, literature, arts, and music. It offers a glimpse into the science and practice of happiness by exploring positive psychological variables such as mindfulness, emotional intelligence, physical rest, flow, bliss, psychological well-being, spiritual happiness, and workplace happiness. This volume is a valuable resource for anyone interested in the pursuit of happiness, combining rigorous scientific inquiry with practical wisdom to guide readers on their journey toward a joyful and meaningful existence.

This book contains contributions from diverse perspectives and traditions that focus on reflections and happiness practices.

This book contains contributions from diverse perspectives and traditions that focus on reflections and happiness practices.

This book provides a comprehensive and enriching understanding of the construct of happiness from diverse perspectives. The first section helps the reader understand happiness from a neuroscientific perspective and explores the relationship between happiness and subjective well-being.

This book provides a comprehensive and enriching understanding of the construct of happiness from diverse perspectives. The first section helps the reader understand happiness from a neuroscientific perspective and explores the relationship between happiness and subjective well-being.

This book provides an answer to the readers about scientific perspective on learning. It presents a culminating point of four different kinds of studies designed to measure and understand the nuances of brain functioning. The objective of this book is to find answers to four questions: (1) can there be a neuroscientific understanding of the concept of individual differences? (2) does rhythmic sound or noise have an impact on decision making? (3) how does transfer of learning between the hemispheres facilitate the learning process? and lastly (4) beyond the accepted ways of communicating verbally and non-verbally is silent communication possible? This book makes an attempt to address these issues through various aspects of inner-conscious engineering.