Consumer Neuroscience
ISBN: 9780443135811
Autorius : Peter Bright
Leidimo metai: 2023
Leidėjas: Academic Press
Leidinio kalba: Anglų
Formatas: Minkšti viršeliai
Formatas: 9×5.94
Autorius : Peter Bright
Leidimo metai: 2023
Leidėjas: Academic Press
Leidinio kalba: Anglų
Formatas: Minkšti viršeliai
Formatas: 9×5.94
Aprašymas
<i>Consumer Neuroscience: Theory and Application</i> 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.
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