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Decoding the Irrational Consumer: How to Commission, Run and Generate Insights From Neuromarketing Research.

9780749473846

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights From Neuromarketing Research

Darren Bridger

Kogan Page

2015

210 pages

$34.95

Marketing Science

HF5415

Bridger, a consultant to marketers, outlines different neuromarketing research tools, their strengths and weaknesses, and how to use them to understand consumers as they make decisions that seem irrational and non-conscious. He addresses theoretical aspects underpinning why consumers are irrational, like attention, memory, and emotion, neuroaesthetics, and behavioral economics; tools like eye-tracking, implicit response measures, facial action coding, biometrics, and neuro-measures like fMRI (functional magnetic resonance imaging) and EEG (electroencephalography); and the role of computational neuroscience, survey design, and combining techniques. ([umlaut] Ringgold, Inc., Portland, OR)

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Publication:ProtoView
Article Type:Book review
Date:Dec 1, 2015
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