Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research /: how to commission, run and generate insights from neuromarketing research. (2015)

• Record Type: Book
• Further Information: Note: Darren Bridger.
• Authors: Bridger, Darren
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'>Section - ONE: Theoretical Insights; <ul style='padding-top:0;list-style:none;'>Chapter - 01: The Irrational consumer; Chapter - 02: What marketers need to know about the brain; Chapter - 03: Neuro-aesthetics; Chapter - 04: Behavioural Economics; Section - TWO: The New Research Tools; <ul style='padding-top:0;list-style:none;'>Chapter - 05: Guidelines for experiments; Chapter - 06: Eye-tracking; Chapter - 07: Implicit- response measures; Chapter - 08: Facial Action Coding; Chapter - 09: Biometrics; Chapter - 10: Neuro-metrics; Section - THREE: Putting it all Together; <ul style='padding-top:0;list-style:none;'>Chapter - 11: Computational Neuroscience; Chapter - 12: Smarter surveys; Chapter - 13: Combining measures; Chapter - 14: Conclusion
• Publisher Details: London : Kogan Page
• Publication Date: 2015
• Extent: 1 online resource
• Subjects: 658.80019; Neuromarketing; Consumer behavior; BUSINESS & ECONOMICS / Consumer Behavior; BUSINESS & ECONOMICS / Advertising & Promotion; BUSINESS & ECONOMICS / Marketing / General; Mathematical Modelling
• Languages: English
• ISBNs: 9780749473853; 0749473851
• Related ISBNs: 9780749473846
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.