Consumer Neuroscience: Theory and Application

✍ Scribed by Cathrine Jansson-Boyd, Peter Bright

• Publisher: Academic Press
• Year: 2024
• Tongue: English
• Leaves: 308
• Edition: 1
• Category: Library

✦ Synopsis

Consumer Neuroscience: Theory and Application presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. The initial chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience will be able to grasp the more advanced content. The book moves on to review methods, the field of affective neuroscience, mechanisms and applications of neuroimaging methods and fundamentals of visual neuroscience. Final sections provide a collection of case studies that allow readers to analyze actual results of different cases in which brain activity was used to answer marketing and business questions.

• Presents readers with a clear overview of consumer neuroscience as a field
• Includes a visual brain index
• Discusses neuroscientific areas that are highly relevant to consumer sciences but may not yet have been integrated into the discipline
• Offers the combined expertise of a psychologist and a neuroscientist in authoring the book to provide well rounded insights into the area of consumer neuroscience
• Describes unresolved issues and possible methods in consumer neuroscience, along with approaches for tackling them

✦ Table of Contents

Front Cover
Consumer Neuroscience: Theory and Application
Copyright
Contents
Foreword
Preface
Acknowledgments
Chapter 1 Introduction to consumer neuroscience
Advantages of consumer neuroscience
Should businesses be skeptical of using neuroscience?
Shortcomings
Training is required
Reverse inference
Ethics
Can you afford to use neuroscience equipment?
Context and individual differences
Brain plasticity
Expectations guide responses
Feeling rejected
Benefits to other research areas
Trust
Neurology and well-being
Cue reactivity
Chapter summary
Chapter 2 An overview of the brain
The neuron
Neurotransmitter systems
Gross brain structure
The cerebrum
The cerebellum
The brainstem
The diencephalon
The basal ganglia
Subcortical structures
The 12 cranial nerves
Blood supply to the brain
Summary
Glossary of key terms
Chapter 3 Methods in consumer neuroscience
Mapping brain activity
Functional magnetic resonance imaging (fMRI)
Positron emission tomography (PET)
Electroencephalography (EEG)
Magnetoencephalography (MEG)
Tapping into the unconscious
Eye-tracking
Eye-tracking and consumer research
Implicit association tests (IAT)
Methods that modulate brain activity
tDCS and TMS
Measuring skin and facial responses
Electrodermal activity (EDA)
Reading facial emotions
Summary
Chapter 4 Visual neuroscience
Vision
The eye
The visual cortex
Visual perception
Visual search
Object recognition
Principles of perceptual organization: Gestalt theory
Valence perception
Pricing
The ‘look’ of packaging
Visual imagery in advertising
The human face of advertising
Emotionally arousing imagery
Summary
Chapter 5 The multisensory consumer
The tactile sense
Understanding’ touch
Interpersonal social consumer touch
Tactile congruency
The auditory sense
Understanding sound
Music
Food and sound
Auditory input and the other senses
The olfactory sense
The olfactory system
Interacting with other senses
Individual differences
Taste
The influence of consumer culture on taste perception
Oral-somatosensory information and choice
Visual and auditory factors that play a role in taste
Summary
Chapter 6 Memory and learning
Sensory and working memory
Sensory memory
Working memory
Memory formation
Consolidation
Associative network
Repetition and product placement
Experts
Long-term memory
Declarative memory
Nondeclarative memory
Memory and emotions
Decision making
Cued and context-dependent recall
Sensory input
Forgetting
Summary
Chapter 7 Attention, awareness, and consciousness
Visual attention
Capacity limitations and selectivity
Overt and covert attention
Bottom-up and top-down processing
Measurement of attention
How to capture consumer attention
Attention and decision making
Awareness and consciousness
Implicit processing
Preference and decision making
Emotions and unconsciousness
Subliminal advertising
Summary
Chapter 8 Understanding emotions
Measuring emotions
The nature of emotions
Brain regions involved in detecting emotions
Basic emotions
Constructed emotion
The role of cognition in experiencing emotions
Emotions, attention, and recall
Selective attention
Recall
Decision making and affect
Subliminal emotion exposure
Affective forecasting
The choices people make
Social aspects
Advertising
The influence of others
Music
Summary
Chapter 9 Decision making
Cognition and emotion
Cognition
Emotions
Uncertainty
Motivation and reward
Sex and money
Intertemporal choice
Branding
Gambling
Does dopamine serve pleasure or motivation?
Consumer values
Social influence
Aesthetics
Neuroaesthetics
Product and packaging design
Online decision making
Purchase reviews
Payment methods
Summary
Chapter 10 Neuroscience: A lifespan perspective
Early development
Cerebral cortex development during childhood
Adolescence
Adolescence and addiction
Social influences
Sensory systems in older consumers
Vision
Hearing
The sense of smell
Taste
Haptics
Food and the older consumer
Food textures
Memory and food
Memory
Decision making
Online decision making
Chapter summary
Chapter 11 An overview of published articles in consumer neuroscience
References
Index
Back Cover