Overview

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.

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9780128027363

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Cathrine has written two books (with more in production), conducted research for large organizations including Cambridgeshire County Council and Unilever, published many articles and given numerous talks on consumer psychology-based topics. Currently she is teaching consumer and social psychology but has previously taught other areas including environmental psychology, cognitive psychology and occupational psychology. Cathrine has also held academically related positions at the London Metropolitan University, Birkbeck and London School of Economics. Peter Bright is a neuropsychologist, Professor of Psychology and Director of the Centre for Mind and Behavior. He also has affiliations with the Vision and Eye Research Institute at ARU, the Cambridge Neuroscience initiative at the University of Cambridge and the Multilanguage and Cognition (MULTAC) lab at UCL. Peter joined Anglia Ruskin in 2005, having completed post-doctoral positions at the Centre for Speech, Language and the Brain at the University of Cambridge (2001-2005), and the Neuropsychiatry and Memory Disorders Clinic at King’s College London (1998-2001). He received his doctorate from the University of Cambridge in 1999.

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