Consumer Science for Marketing
Περισσότερες φωτογραφίες
The book considers the main topics of consumer psychology from the
viewpoint of their contributions to marketing. While it aims at
providing a comprehensive overview of the discipline it also guides the
reader throughout theories and data for a straightforward understanding
of their practical applications.
Readers will find the book
useful as it merges the existing gap between psychological research and
applications by discussing case histories and providing real life
examples. It also clarifies what are the different fields within
consumer psychology and how the different approaches relate to different
methodologies and outcomes.
Table of Contents
- Chapter 1 – Introduction to Consumer Psychology
- 1.1. What it is and how it emerged
- 1.2 Different Approaches and Methodologies
- 1.3 Traditional applications and futures developments
- Chapter 2 – Neuroscience and Consumer Psychology
- 2.1 What we now about the brain
- 2.2 The five senses
- 2.3 Neural substrates of cognition and emotions
- 2.4 Measurement Techniques for neuroimaging and electrophysiology
- 2.5 Neuromarketing Case Histories
- Chapter 3 – Perception and Cognitive Processes
- 3.1 Attention