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Consumer Neuroscience (Paperback)
原價:
HK$750.00
現售:
HK$712.5
節省:
HK$37.5 購買此書 10本或以上 9折, 60本或以上 8折
抱歉! 此商品已售罄, 不能訂購
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出版社: |
ACADEMIC PRESS
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出版日期: |
2020/09/15 |
尺寸: |
229x152x24mm |
ISBN: |
9780128027363 |
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商品簡介 |
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. |
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