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Consumer Neuroscience: Ein transdisziplinäres Lehrbuch
The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new findings. Against this background, this textbook presents the current state of consumer neuroscience in an easy-to-understand form. This new edition will be supplemented with recent findings from international marketing research, such as the concept of the ?marketing placebo effect=. With regard to methodologies, mobile functional near-infrared spectrography (fNIRS) is presented & a technique that can now be used to investigate price perception, advertising effectiveness, branding and consumer behaviour.
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Consumer Neuroscience: Ein transdisziplinäres Lehrbuch
The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new findings. Against this background, this textbook presents the current state of consumer neuroscience in an easy-to-understand form. This new edition will be supplemented with recent findings from international marketing research, such as the concept of the ?marketing placebo effect=. With regard to methodologies, mobile functional near-infrared spectrography (fNIRS) is presented & a technique that can now be used to investigate price perception, advertising effectiveness, branding and consumer behaviour.
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Consumer Neuroscience: Ein transdisziplinäres Lehrbuch

Consumer Neuroscience: Ein transdisziplinäres Lehrbuch

by Peter Kenning
Consumer Neuroscience: Ein transdisziplinäres Lehrbuch

Consumer Neuroscience: Ein transdisziplinäres Lehrbuch

by Peter Kenning

Overview

The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new findings. Against this background, this textbook presents the current state of consumer neuroscience in an easy-to-understand form. This new edition will be supplemented with recent findings from international marketing research, such as the concept of the ?marketing placebo effect=. With regard to methodologies, mobile functional near-infrared spectrography (fNIRS) is presented & a technique that can now be used to investigate price perception, advertising effectiveness, branding and consumer behaviour.

Product Details

ISBN-13: 9783170373532
Publisher: Kohlhammer Verlag
Publication date: 08/26/2020
Sold by: Bookwire
Format: eBook
Pages: 260
File size: 9 MB
Language: German

About the Author

Prof. Peter Kenning holds the Chair of Business Administration with a Special Focus on Marketing at Heinrich Heine University, Düsseldorf.
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