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Neuromarketing
Zurawicki, Leon; Roth, Gerhard; Dicke, Ursula
€ 228.30
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Description for Neuromarketing
Hardback. Understanding the mind of the consumer is daunting for marketers. As science probes the interplay of reason and emotion in decision-making, this book offers analytical perspective on the brain, using biometric studies to blaze new frontiers in market research. Num Pages: 273 pages, biography. BIC Classification: KJMV7. Category: (UP) Postgraduate, Research & Scholarly. Dimension: 241 x 162 x 23. Weight in Grams: 618.
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. ... Read more
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. ... Read more
Product Details
Format
Hardback
Publication date
2008
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
273
Condition
New
Number of Pages
273
Place of Publication
Berlin, Germany
ISBN
9783540778288
SKU
V9783540778288
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
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