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.
- 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 not yet integrated into the discipline
- Offers the combined expertise of a psychologist and a neuroscientist to provide well rounded insight into the area of consumer neuroscience
- Describes unresolved issues and possible methods in consumer neuroscience and approaches for tackling them
1. Introduction 2. An Overview of the Brain 3. Neuroscience Methods: Understanding Application 4. Neuroscience: A Lifespan Perspective 5. Visual Neuroscience 6. Memory and Learning 7. Multi-Sensory Neuromarketing 8. Attention, Awareness, and Consciousness 9. Understanding Emotions 10. Decision-Making 11. Neuromarketing Case Studies
Research focuses on consumer psychology and aesthetic research. Currently studying the impact of different textures upon product evaluation, the links between early touch experiences and need for touch in adulthood, and the role of touch in aesthetic appreciation.
-Author and editor of four books, Handbook of Sustainability (Routledge), An International Handbook of Consumer Psychology (Psychology Press), Consumption Matters: A Psychological Perspective (Palgrave), and Consumer Psychology (Maidenhead, 2010). The Consumer Psychology book is currently being translated into Chinese and Vietnamese and is soon to undergo a second edition.
-Works as a consultant to various industries such as television, supermarkets, retail, and the Office of Fair Trade, providing guidance on consumer psychology.
- Research focuses on neuroimaging and neuropsychological investigations of object processing, the representation of meaning in the brain, and the relationship between frontal lobe function, intelligence, and effective organization of goal directed behavior.
-Editor of three books, Neuroimaging I: Methods, Neuroimaging II: Clinical Applications, and Neuroimaging III: Cognitive and Clinical Neuroscience, by InTech Publishing, 2012.