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Consumer Neuroscience

為了解決Maersk tracking的問題，作者Cerf, Moran (EDT)/ Garcia-garcia, Manuel (EDT)/ Kotler, Philip ( 這樣論述：

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services.Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new fi

eld of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive

treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners.After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making

and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention,

memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain''s reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers e

thical issues raised by the application of neuroscience tools to marketing.ContributorsFabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotle

r, Carl Marci, Hans Melo, Kai-Markus M ller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker Moran Cerf

is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program. Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York

University. Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program. Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwester

n’s neuroscience program. Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program. Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor o

f Consumer Neuroscience at New York University. Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program. Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Nor

thwestern University and Northwestern’s neuroscience program. David Brandt is a postdoctoral researcher at the Maersk Mc-Kinney Moller Institute. Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York U

niversity.