Consumer Neuroscience - Neuromarketing

Description

English summary: Recent years have seen enormous progress in academic research at the intersection of neuroscience, psychology and economics. The outcome of this progress is summarized by the introduction of new and transdisciplinary fields like neuroeconomics or decision neuroscience. Their joint aim is to integrate and apply neuroscientific theories, concepts, findings and methods to develop a sound theory of human behaviour. Against this background, the aim of this textbook is to give a detailed overview of the research area of consumer neuroscience. This transdisciplinary field can be viewed as a sub-discipline of neuroeconomics, in which consumer psychologists and business economists are dedicated to investigating consumer research and marketing questions with methodological and conceptual approaches from neuroscience. In addition they aim to add a new theoretical perspective to consumer research. Therefore, the academic research in consumer neuroscience takes place at the nexus of neuroscience, psychology, and marketing. Classical research in consumer behaviour and marketing necessarily looked at the human organism as being a >black boxblack boxGerman description: Das junge Fachgebiet der Consumer Neuroscience verfolgt die Idee, neurowissenschaftliche Methoden, Theorien und Erkenntnisse in die Konsumenten- und Kauferverhaltensforschung zu integrieren. Damit sollen traditionelle verhaltenswissenschaftliche Ansatze erganzt und neue Kenntnisse gewonnen werden. Das vorliegende Lehrbuch stellt vor diesem Hintergrund den aktuellen Stand der Consumer Neuroscience in leicht verstandlicher Form dar. Zielgruppe des Buches sind Studierende, Nachwuchswissenschaftler aber auch interessierte Praktiker. Ihnen soll das Buch einen Einstieg in die Thematik sowie einen Uberblick uber die aktuellen Entwicklungen und Themengebiete geben. (Description from external book data)

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