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Consumer Neuroscience - Foundation, Validation, and Relevance
Consumer neuroscience has become an expanding area of both research and conduct – spanning from academic interests in the brain bases of consumption choices to commercial application of neuroscience tools and metrics. However, many of these advances are still criticized for low applicability, scattered publication records, conceptual vagueness, and a lack of proper scientific and commercial validation. To make matters worse, there is now a host of proposed commercial applications of both the insights from neuroscience and the application of neuroscience and neurophysiology tools to test consumer responses. While many of these approaches may be valid, many other approaches are either not pr...
Lectures in Neuroeconomics
Lectures in Neuroeconomics combines over 20 years of pioneering research in neuroeconomics, the study of human decision making, the ability to process multiple alternatives and to follow a course of action. Delivered in 24 lectures, Glimcher and Plassmann brings together top experts in the field to create the first lecture note and handbook on the topic.
Neuroeconomics
A major goal of research in neuroeconomics is to formulate a theory of how we make decisions, grounded in both the psychology and economics of choice behavior and a knowledge of the underlying biology. Consistent decision making requires assigning values to the available options – a process referred to as valuation. Thus, understanding how valuation emerges from the interactions of millions of neurons in different brain systems is a central question for research in neuroeconomics. This chapter reviews work applying different neuroscientific methods, such as functional brain-imaging, single neuron recording, work on lesion patients and transcranial magnetic stimulation, which sheds light on the different brain regions involved in the representation of distinct valuation signals and the contributions of these valuation signals to behavior.
International Advertising and Communication
The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising
Neuromatic
"The story Modern tells ranges from eighteenth-century brain anatomies to the MRI; from the spread of phrenological cabinets and mental pieties in the nineteenth century to the discovery of the motor cortex and the emergence of the brain wave as a measurable manifestation of cognition; from cybernetic research into neural networks and artificial intelligence to the founding of brain-centric religious organizations such as Scientology; from the deployments of cognitive paradigms in electric shock treatment to the work of Barbara Brown, a neurofeedback pioneer who promoted the practice of controlling one's own brainwaves in the 1970s. What Modern reveals via this grand tour is that our ostensibly secular turn to the brain is bound up at every turn with the 'religion' it discounts, ignores, or actively dismisses. Nowhere are science and religion closer than when they try to exclude each other, at their own peril"--
The Status Revolution
"How did rescue dogs become status symbols? Why are luxury brands losing their cachet? What's made F. Scott Fitzgerald's most famous observations obsolete? The answers are part of a new revolution that's radically reorganizing the way we view ourselves and others. Status was once easy to identify-fast cars, fancy shoes, sprawling estates, elite brands. But in place of Louboutins and Lamborghinis, the relevance of the rich, famous, and gauche is waning and a riveting revolution is underfoot. Why do dog owners boast about their rescues, but quietly apologize for their purebreds? Why do people brag about their grinding workweeks? Why are so many billionaires anxious to give (some of) their mone...
Modern Approaches to Augmentation of Brain Function
This book covers recent advances in neural technology that provide for enhancements for brain function. It addresses a broad range of neural phenomena occurring in the brain circuits involved in perception, cognition, emotion and action, that represent the building blocks of behavior and cognition. Augmentation of brain function can be achieved by using brain implants for recordings, stimulation, or drug delivery. Alternative methods include employing brain-machine interfaces, as well as noninvasive activation of certain brain areas. This volume evaluates existing methods of brain augmentation while discussing the brain circuitry and neuronal mechanisms that make augmentation possible. This ...
Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities
A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.
A Time to Lead
Based on cutting-edge academic research, insights from his extensive executive coaching practice, and lessons he has learned from over seventy-five interviews conducted with top CEOs, bestselling authors, and TED speakers, Craig Dowden's A Time to Lead provides an inspiring and practical roadmap to maximizing your potential to be the leader the world needs you to be. Being a leader has never been easy. Today, the responsibility is even more daunting. Now, leadership stretches well beyond managing our balance sheets. It also includes managing social, environmental, and emotional concerns. Most importantly, to be a successful leader, we must be able to successfully lead ourselves. This book sh...
The Pricing Model Revolution
An incisive and accessible blueprint to pricing your company’s products and services In The Pricing Model Revolution: How Pricing Will Change the Way We Sell and Buy On and Offline, world renowned pricing expert Danilo Zatta delivers an essential and engaging blueprint to building an enduring competitive advantage with insightful pricing models. In the book, you’ll learn to identify the best monetization approaches for your products and how to execute the one that makes the most sense for your business. From freemium to subscription, pay-per-use, and even neuropricing, the author discusses every available option and shows you how to choose. Although it's rigorous and evidence backed, The...
