Neuromarketing. Exploring the Brain of the Consumer. Bearbeitet von Leon Zurawicki

Transcription

1 Neuromarketing Exploring the Brain of the Consumer Bearbeitet von Leon Zurawicki 1st Edition Buch. xx, 273 S. Hardcover ISBN Format (B x L): 0 x 0 cm Gewicht: 608 g Wirtschaft > Spezielle Betriebswirtschaft > Marketing, Werbung, Marktforschung Zu Leseprobe schnell und portofrei erhältlich bei Die Online-Fachbuchhandlung beck-shop.de ist spezialisiert auf Fachbücher, insbesondere Recht, Steuern und Wirtschaft. Im Sortiment finden Sie alle Medien (Bücher, Zeitschriften, CDs, ebooks, etc.) aller Verlage. Ergänzt wird das Programm durch Services wie Neuerscheinungsdienst oder Zusammenstellungen von Büchern zu Sonderpreisen. Der Shop führt mehr als 8 Millionen Produkte.

2 Contents 1 Exploring the Brain Functions of the Nervous System Peripheral Nervous System Central Nervous System (CNS) Anatomy and the Functional Structure of the Brain The Cerebrum The Hemispheres Limbic System Cerebellum Brain Stem Neurons and Signal Transmission Synapses Senses Vision Hearing Divided Hearing The Taste and the Olfactory Sensations Primary Taste Sensations The Sense of Smell Touch Complexity of Perception Cognition, Memory, Learning Types of Memory Semantic Memory Episodic Memory Working Memory and the Long Term Memory Long Term Memory Emotion and Memory Learning xvii

3 xviii Contents Habits (An Automatic Pilot) Conscious and Unconscious Brain Consciousness, Unconsciousness and the Rationality of Behavior Emotions and Motivations Emotional Arousal Motivation Brain Research Methods Lesion Studies MRI fmri Near Infrared Spectroscopy (NIRS) PET Single Cell Recording EEG ERP MEG TMS Eye Tracking Measureming of Physiological Responses Face Reading Response Time Measures Bringing the Techniques Together Consumption as Feelings From the Concept of Need to the Construct of Pleasure and Reward Pleasure Desires and Rewards Pleasure and Reward Neuroscience and Yearning for Comfortable Life Comfort Foods Brain Reactions to Food Consumption, Patterns of Liking and Preference Drinking and Learning On Beauty Beauty in the Eye and the Brain of Beholder Angular or Round? Beautiful Sounds Coordinated Role of Senses in Enhancing Positive Experience Joint Influence of Visual and Audio Stimuli Not Just Sounding Right Commonality of Senses: Odor and Music Touching Products... 84

4 Contents xix Sharpening the Senses Emotions, Mood and Behavior Decision Processing Systems Moods Situational Impact on the Mood Onsets Weather and Seasonal Factors Anticipating Emotions Behavior Breeds Emotion, Emotion Breeds Behavior, and Cognition Acts as Moderator Neural Underpinnings of Risk Handling, Developing Preference and Choosing Cognitive Processing Neural Aspects of Decision-Making: Coping with Risk Mathematical Mind Trouble with Gauging Framing Endowment Effect and the Loss Aversion Reversal of Preference The Choice Dilemma About the Lesser Evil Decision Conflicts and Choices Time Hyperbolic Discounting: A Special Case of the Preference Reversal Memory-Learning Connection Intuition and Decisions Feeling the Pinch: Paying the Price Social Contributions to Opinion Forming Brand and the Brain What s Love Have to do with it Regret and Post Decision Evaluation Neural Bases for Segmentation and Positioning Personality Traits and Implications for Consumer Behavior Looking into Personality Differences Openness and Intelligence On Extraversion Neuroticism Agreeableness Conscientiousness Linking Personality to Behavior Personality Changes New Foundations for Segmentation

5 xx Contents 4.6 Neuroscience and Segmentation New Knowledge to Support Gender Classifications Segmentation by Age-Elderly Youth Market Geographic and Ethnic Diversity and Segmentation from the Neurophysiological Perspective Neural Conditionings of Buying Consumers with Depression and Mood Disorders AD/HD Cluster From Deficiencies to Segmentation The Personality Connection Buying Styles On the Practicality of the Neurosegmentation Neurosegmentation and Positioning: Meta Dimensions Positioning Combined Brands Applying Neuroscience and Biometrics to the Practice of Marketing Applying Neuroscience to Marketing Decisions Using Neuroscience for the Sake of Advertising Ads in Video Games Designing Video and Computer Games Feelings as Feedback Testing Products Augmenting Cognition Self Control Many Decisions, Little Time Joint Decisions Self-Control in the Public Eye Looking into the Future Bibliography Index