| 书目名称 | Ethics and Neuromarketing | | 副标题 | Implications for Mar | | 编辑 | Andrew R. Thomas,Nicolae Alexandru Pop,Cristian Du | | 视频video | | | 概述 | Defines the rapidly emerging field of neuromarketing, at the crossroads of economics, neuroscience, consumer behavior, and cognitive psychology.Explores the ethical implications of applying powerful t | | 图书封面 |  | | 描述 | .This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process..At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes | | 出版日期 | Book 2017 | | 关键词 | Big Data; Cognitive Stimuli; Consumer Behavior; Database Analytics; Ethics; Neuromarketing; Neuroscience; R | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-319-45609-6 | | isbn_softcover | 978-3-319-83329-3 | | isbn_ebook | 978-3-319-45609-6 | | copyright | Springer International Publishing Switzerland 2017 |
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发表于 2025-3-21 16:25:04
