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Consumer Neuroscience
Theory and Application
- 1st Edition - October 24, 2023
- Authors: Cathrine Jansson-Boyd, Peter Bright
- Language: English
- Paperback ISBN:9 7 8 - 0 - 4 4 3 - 1 3 5 8 1 - 1
- eBook ISBN:9 7 8 - 0 - 4 4 3 - 1 3 5 8 2 - 8
Consumer Neuroscience: Theory and Application presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. The in… Read more
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Request a sales quoteConsumer 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
Researchers and students in consumer psychology, consumer behavior, psychology, neuroeconomics, neuroscience, and marketing
- Cover image
- Title page
- Table of Contents
- Copyright
- Foreword
- Preface
- Acknowledgments
- Chapter 1 Introduction to consumer neuroscience
- Advantages of consumer neuroscience
- Shortcomings
- Context and individual differences
- Benefits to other research areas
- Chapter summary
- References
- Chapter 2 An overview of the brain
- Abstract
- The neuron
- Neurotransmitter systems
- Gross brain structure
- The 12 cranial nerves
- Summary
- References
- Chapter 3 Methods in consumer neuroscience
- Abstract
- Mapping brain activity
- Tapping into the unconscious
- Methods that modulate brain activity
- Measuring skin and facial responses
- Reading facial emotions
- Summary
- References
- Chapter 4 Visual neuroscience
- Abstract
- Vision
- Visual perception
- Visual imagery in advertising
- Emotionally arousing imagery
- Summary
- References
- Chapter 5 The multisensory consumer
- Abstract
- The tactile sense
- The auditory sense
- The olfactory sense
- Taste
- Summary
- References
- Chapter 6 Memory and learning
- Abstract
- Sensory and working memory
- Memory formation
- Long-term memory
- Memory and emotions
- Cued and context-dependent recall
- Forgetting
- Summary
- References
- Chapter 7 Attention, awareness, and consciousness
- Abstract
- Visual attention
- Awareness and consciousness
- Summary
- References
- Chapter 8 Understanding emotions
- Abstract
- Measuring emotions
- The nature of emotions
- Emotions, attention, and recall
- Decision making and affect
- Social aspects
- Music
- Summary
- References
- Chapter 9 Decision making
- Abstract
- Cognition and emotion
- Motivation and reward
- Consumer values
- Aesthetics
- Online decision making
- Summary
- References
- Chapter 10 Neuroscience: A lifespan perspective
- Abstract
- Early development
- Sensory systems in older consumers
- Hearing
- Food and the older consumer
- Memory
- Decision making
- Chapter summary
- References
- Chapter 11 An overview of published articles in consumer neuroscience
- Abstract
- References
- References
- Index
- No. of pages: 306
- Language: English
- Edition: 1
- Published: October 24, 2023
- Imprint: Academic Press
- Paperback ISBN: 9780443135811
- eBook ISBN: 9780443135828
CJ
Cathrine Jansson-Boyd
Cathrine has written two books (with more in production), conducted research for large organizations including Cambridgeshire County Council and Unilever, published many articles and given numerous talks on consumer psychology-based topics. Currently she is teaching consumer and social psychology but has previously taught other areas including environmental psychology, cognitive psychology and occupational psychology. Cathrine has also held academically related positions at the London Metropolitan University, Birkbeck and London School of Economics.
Affiliations and expertise
Department of Psychology, Anglia Ruskin University, UKPB
Peter Bright
Peter Bright is a neuropsychologist, Professor of Psychology and Director of the Centre for Mind and Behavior. He also has affiliations with the Vision and Eye Research Institute at ARU, the Cambridge Neuroscience initiative at the University of Cambridge and the Multilanguage and Cognition (MULTAC) lab at UCL. Peter joined Anglia Ruskin in 2005, having completed post-doctoral positions at the Centre for Speech, Language and the Brain at the University of Cambridge (2001-2005), and the Neuropsychiatry and Memory Disorders Clinic at King’s College London (1998-2001). He received his doctorate from the University of Cambridge in 1999.
Affiliations and expertise
Department of Psychology, Anglia Ruskin University and Principal Investigator, Cambridge Neuroscience, UKRead Consumer Neuroscience on ScienceDirect