Overview
Consumer neuroscience is a complex, interdisciplinary, and emerging field that cuts across psychology, neuroscience, and consumer research. The book provides a comprehensive overview of the foundations and applications of modern consumer neuroscience, exploring a wide range of established and emergent topics in the field, making it the ideal resource for anyone looking to broaden their knowledge base. The content provides a thorough, high-level guide to the mathematical, technological, and theoretical aspects of consumer neuroscience, alongside a wide range of specific applications situated within a scientific context.The book includes chapters on cognitive processes and behaviors, the human brain, mathematical concepts, and neuroscience technologies. It considers the difference of individual, social and commercial neuroscience through the lens of gender differences, aging and ethics, amongst other concepts, enabling the reader to adopt an holistic view of the field and discover new research directions. This is enhanced by the inclusion of consolidating questions and answers for each chapter alongside numerous images to enhance the reader's understanding of the topic.The book is an essential read for the aspiring researcher or practitioner striving for an in-depth understanding of the field and its ramifications.
Full Product Details
Author: Sven Braeutigam (MEG Physicist and Senior Researcher, MEG Physicist and Senior Researcher, Department of Psychiatry and Oxford Centre for Human Brain Activity) ,
Peter Kenning (Chair of Marketing, Chair of Marketing, Faculty of Business Administration and Economics, Heinrich- Heine-University, Dusseldorf)
Publisher: Oxford University Press
Imprint: Oxford University Press
Dimensions:
Width: 17.10cm
, Height: 1.10cm
, Length: 24.70cm
Weight: 0.001kg
ISBN: 9780198789932
ISBN 10: 0198789939
Pages: 288
Publication Date: 16 March 2022
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: To order
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.
Reviews
Braeutigam and Kenning offer a well-written text demonstrating the usefulness of applying methods of neuroscience, particularly brain imaging, to the study of consumer behavior...The studies are fascinating and clearly presented. * Choice *
Author Information
Sven Braeutigam, PhD, Diplom-Phys., is a senior researcher at the Department of Psychiatry, University of Oxford and MEG physicist at the Oxford Centre for Human Brain activity. His research interests are centred on applications for magnetoencephalography including neurodevelopmental disorders and neuro-marketing. He serves as a scientific reviewer for the National Institute of Neurological Disorders and Stroke and is a member of the editorial review board of the International Journal of Advertising. Dr. Peter Kenning is professor and chair of marketing at Heinrich- Heine-University, Duesseldorf, Germany. He received his Ph.D. in business administration from the University of Muenster, Germany. His research interests include technology management, retail marketing, marketing management, and consumer behavior. His work has been published widely, for example, in PNAS, MIS Quarterly, International Journal of Research in Marketing, Journal of Management Information Systems, Journal of Economic Psychology, and Journal of Behavioral Decision Making.
