Neuromarketing: A New Way Of Understanding The Consumer´s Mind

But having knowledge of the fundamentals of certain neurophysiological processes in the context of marketing benefits both consumers and researchers. As consumers, we would like to be more aware of our own purchasing behavior in order to avoid certain pitfalls associated with our "neuro-consumer" makeup. As researchers, we get the benefit of more complete and more accurate knowledge, combining perspectives and insights from multiple scientific disciplines.This book provides an overview about what Neuromarketing is all about, an introduction about the neurophysiological processes that are influencing consumer behavior, as well as a series of examples of how Neuromarketing is currently being used.