000			02693nam a22004455i 4500
001			978-3-540-77829-5
003			DE-He213
005			20140220084520.0
007			cr nn 008mamaa
008			100907s2010 gw | s |||| 0|eng d
020			_a9783540778295 _9978-3-540-77829-5
024	7		_a10.1007/978-3-540-77829-5 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aZurawicki, Leon. _eauthor.
245	1	0	_aNeuromarketing _h[electronic resource] : _bExploring the Brain of the Consumer / _cby Leon Zurawicki.
264		1	_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg : _bImprint: Springer, _c2010.
300			_aXX, 273 p. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aExploring the Brain -- Consumption as Feelings -- Neural Underpinnings of Risk Handling, Developing Preference and Choosing -- Neural Bases for Segmentation and Positioning -- Applying Neuroscience and Biometrics to the Practice of Marketing.
520			_aOver the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.
650		0	_aEconomics.
650		0	_aNeurobiology.
650		0	_aMarketing.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
650	2	4	_aNeurobiology.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783540778288
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-540-77829-5
912			_aZDB-2-SBE
999			_c111229 _d111229