Consumer Neuroscience
Ein transdisziplinäres Lehrbuch
The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and...
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Klappentext zu „Consumer Neuroscience “
The new discipline of consumer neuroscience is pursuing the idea of incorporating neuroscientific methods, theories and insights into research on consumers and purchasing behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new findings. Against this background, this textbook presents the current state of consumer neuroscience in an easy-to-understand form. This new edition will be supplemented with recent findings from international marketing research, such as the concept of the ?marketing placebo effect=. With regard to methodologies, mobile functional near-infrared spectrography (fNIRS) is presented & a technique that can now be used to investigate price perception, advertising effectiveness, branding and consumer behaviour.
Autoren-Porträt von Peter Kenning
Prof. Dr. Peter Kenning ist Inhaber des Lehrstuhls für Betriebswirtschaftslehre, insb. Marketing an der Heinrich-Heine-Universität Düsseldorf.
Bibliographische Angaben
- Autor: Peter Kenning
- 2020, 2., erweiterte und aktualisierte Auflage, 260 Seiten, 62 Abbildungen, Maße: 15,9 x 23,2 cm, Kartoniert (TB), Deutsch
- Verlag: Kohlhammer
- ISBN-10: 317037351X
- ISBN-13: 9783170373518
- Erscheinungsdatum: 31.08.2020
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