Neuromarketing: Exploring the brain of the consumer
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Berlin [u.a.]
Springer
2010
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Hier auch später erschienene, unveränderte Nachdrucke |
| Physical Description: | XX, 273 S. Ill., graph. Darst. |
| ISBN: | 9783540778288 9783662501870 |
Staff View
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| adam_text | CONTENTS 1 EXPLORING THE BRAIN 1 1 .1 FUNCTIONS OF THE NERVOUS SYSTEM 1
1.2 PERIPHERAL NERVOUS SYSTEM 2 1.3 CENTRAL NERVOUS SYSTEM (CNS) 2 1.4
ANATOMY AND THE FUNCTIONAL STRUCTURE OF THE BRAIN 3 1.4.1 THE CEREBRUM 3
1.4.2 THE HEMISPHERES 5 1.4.3 LIMBIC SYSTEM 5 1.5 CEREBELLUM 6 1.6 BRAIN
STEM 6 1.7 NEURONS AND SIGNAL TRANSMISSION 7 1.7.1 SYNAPSES 9 1.8 SENSES
12 1.8.1 VISION 12 1.8.2 HEARING 15 1.8.3 DIVIDED HEARING 16 1.8.4 THE
TASTE AND THE OLFACTORY SENSATIONS 17 1.8.5 PRIMARY TASTE SENSATIONS 17
1.8.6 THE SENSE OF SMELL 21 1.8.7 TOUCH 22 1.9 COMPLEXITY OF PERCEPTION
23 1.10 COGNITION, MEMORY, LEARNING 24 1.11 TYPES OF MEMORY 26 1.11.1
SEMANTIC MEMORY 27 1.11.2 EPISODIC MEMORY 27 1.11.3 WORKING MEMORY AND
THE LONG TERM MEMORY 28 1.11.4 LONG TERM MEMORY 29 1.11.5 EMOTION AND
MEMORY 31 1.11.6 LEARNING 33 BIBLIOGRAFISCHE INFORMATIONEN
HTTP://D-NB.INFO/1000032795 DIGITALISIERT DURCH XVIII CONTENTS 1.11.7
HABITS (AN AUTOMATIC PILOT) 33 1.12 CONSCIOUS AND UNCONSCIOUS BRAIN 34
1.12.1 CONSCIOUSNESS, UNCONSCIOUSNESS AND THE RATIONALITY OF BEHAVIOR 35
1.13 EMOTIONS AND MOTIVATIONS 35 1.14 EMOTIONAL AROUSAL 40 1.14.1
MOTIVATION 42 1.15 BRAIN RESEARCH METHODS 42 1.15.1 LESION STUDIES 43
1.15.2 MRI 43 1.15.3 FMRI 44 1.15.4 NEAR INFRARED SPECTROSCOPY (MRS) 46
1.15.5 PET 46 1.15.6 SINGLE CELL RECORDING 48 1.15.7 EEG 48 1.15.8 ERP
49 1.15.9 MEG 50 1.15.10 TMS 50 1.15.11 EYE TRACKING 51 1.15.12
MEASUREMING OF PHYSIOLOGICAL RESPONSES 51 1.15.13 FACEREADING 52 1.15.14
RESPONSE TIME MEASURES 53 1.15.15 BRINGING THE TECHNIQUES TOGETHER 53 2
CONSUMPTION AS FEELINGS 55 2. 1 FROM THE CONCEPT OF NEED TO THE
CONSTRUCT OF PLEASURE AND REWARD 55 2.2 PLEASURE 59 2.2.1 DESIRES AND
REWARDS 61 2.2.2 PLEASURE AND REWARD 66 2.3 NEUROSCIENCE AND YEARNING
FOR COMFORTABLE LIFE 66 2.3.1 COMFORT FOODS 68 2.4 BRAIN REACTIONS TO
FOOD CONSUMPTION, PATTERNS OF LIKING AND PREFERENCE 70 2.4.1 DRINKING
AND LEARNING 70 2.5 ON BEAUTY 73 2.5.1 BEAUTY IN THE EYE AND THE BRAIN
OF BEHOLDER 73 2.5.2 ANGULAR OR ROUND? 77 2.5.3 BEAUTIFUL SOUNDS 78 2.
CONTENTS XIX 2.6.5 SHARPENING THE SENSES 86 2.7 EMOTIONS, MOOD AND
BEHAVIOR 86 2.8 DECISION PROCESSING SYSTEMS 88 2.9 MOODS 90 2.9.1
SITUATIONAL IMPACT ON THE MOOD ONSETS 92 2.9.2 WEATHER AND SEASONAL
FACTORS 93 2.10 ANTICIPATING EMOTIONS 96 2.11 BEHAVIOR BREEDS EMOTION,
EMOTION BREEDS BEHAVIOR, AND COGNITION ACTS AS MODERATOR 99 3 NEURAL
UNDERPINNINGS OF RISK HANDLING, DEVELOPING PREFERENCE AND CHOOSING 105
3.1 COGNITIVE PROCESSING 105 3.2 NEURAL ASPECTS OF DECISION-MAKING:
COPING WITH RISK 112 3.3 MATHEMATICAL MIND 115 3.4 TROUBLE WITH GAUGING
116 3.4.1 FRAMING 116 3.4.2 ENDOWMENT EFFECT AND THE LOSS AVERSION 118
3.4.3 REVERSAL OF PREFERENCE 121 3.5 THE CHOICE DILEMMA 126 3.5.1 ABOUT
THE LESSER EVIL 127 3.5.2 DECISION CONFLICTS AND CHOICES 128 3.5.3 TIME
130 3.5.4 HYPERBOLIC DISCOUNTING: A SPECIAL CASE OF THE PREFERENCE
REVERSAL 131 3.6 MEMORY-LEARNING CONNECTION 136 3.7 INTUITION AND
DECISIONS 140 3.8 FEELING THE PINCH: PAYING THE PRICE 143 3.9 SOCIAL
CONTRIBUTIONS TO OPINION FORMING 147 3.10 BRAND AND THE BRAIN 148 3.10.1
WHAT S LOVE HAVE TO DO WITH IT 153 3.11 REGRET AND POST DECISION
EVALUATION 158 4 NEURAL BASES FOR SEGMENTATION AND POSITIONING 1 63 4.1
PERSONALITY TRAITS AND IMPLICATIONS FOR CONSUMER BEHAVIOR 163 4.2
LOOKING INTO PERSONALITY DIFFERENCES 167 4.2. XX CONTENTS 4.6
NEUROSCIENCE AND SEGMENTATION 178 4.6.1 NEW KNOWLEDGE TO SUPPORT GENDER
CLASSIFICATIONS 178 4.6.2 SEGMENTATION BY AGE-ELDERLY 182 4.6.3
YOUTHMARKET 186 4.6.4 GEOGRAPHIC AND ETHNIC DIVERSITY AND SEGMENTATION
FROM THE NEUROPHYSIOLOGICAL PERSPECTIVE 187 4.7 NEURAL CONDITIONINGS OF
BUYING 191 4.7.1 CONSUMERS WITH DEPRESSION AND MOOD DISORDERS 192 4.7.2
AD/HDCLUSTER 194 4.8 FROM DEFICIENCIES TO SEGMENTATION 195 4.9 THE
PERSONALITY CONNECTION 196 4.10 BUYINGSTYLES 196 4.11 ON THE
PRACTICALITY OF THE NEUROSEGMENTATION 202 4.12 NEUROSEGMENTATION AND
POSITIONING: META DIMENSIONS 203 4.13 POSITIONING COMBINED BRANDS 208 5
APPLYING NEUROSCIENCE AND BIOMETRICS TO THE PRACTICE OF MARKETING 211
5.1 APPLYING NEUROSCIENCE TO MARKETING DECISIONS 211 5.2 USING
NEUROSCIENCE FOR THE SAKE OF ADVERTISING 212 5.3 ADS IN VIDEO GAMES 219
5.4 DESIGNING VIDEO AND COMPUTER GAMES 220 5.5 FEELINGS AS FEEDBACK 221
5.6 TESTING PRODUCTS 223 5.7 AUGMENTING COGNITION 227 5.8 SELFCONTROL
228 5.9 MANY DECISIONS, LITTLE TIME 237 5.10 JOINT DECISIONS 238 5.11
SELF-CONTROL IN THE PUBLIC EYE 239 5.12 LOOKING INTO THE FUTURE 241
BIBLIOGRAPHY 243 INDEX 271
|
| any_adam_object | 1 |
| author | Zurawicki, Leon |
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| author_facet | Zurawicki, Leon |
| author_role | aut |
| author_sort | Zurawicki, Leon |
| author_variant | l z lz |
| building | Verbundindex |
| bvnumber | BV036462374 |
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| dewey-full | 658.8342 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8342 |
| dewey-search | 658.8342 |
| dewey-sort | 3658.8342 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV036462374 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:45:10Z |
| institution | BVB |
| isbn | 9783540778288 9783662501870 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020334236 |
| oclc_num | 699768854 |
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| physical | XX, 273 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Springer |
| record_format | marc |
| spellingShingle | Zurawicki, Leon Neuromarketing Exploring the brain of the consumer Neuromarketing (DE-588)7601901-9 gnd |
| subject_GND | (DE-588)7601901-9 |
| title | Neuromarketing Exploring the brain of the consumer |
| title_auth | Neuromarketing Exploring the brain of the consumer |
| title_exact_search | Neuromarketing Exploring the brain of the consumer |
| title_full | Neuromarketing Exploring the brain of the consumer Leon Zurawicki |
| title_fullStr | Neuromarketing Exploring the brain of the consumer Leon Zurawicki |
| title_full_unstemmed | Neuromarketing Exploring the brain of the consumer Leon Zurawicki |
| title_short | Neuromarketing |
| title_sort | neuromarketing exploring the brain of the consumer |
| title_sub | Exploring the brain of the consumer |
| topic | Neuromarketing (DE-588)7601901-9 gnd |
| topic_facet | Neuromarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020334236&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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2000 QP 631 Z96 |
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| Copy 1 | ausleihbar Lost and paid Recall This |
THWS Schweinfurt Zentralbibliothek Lesesaal
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2000 QP 631 Z96 |
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