EAN: 9783540778288

NEUROMARKETING - LEON ZURAWICKI GEBUNDEN

Over the last 10 years advances in the new field of neuromarketing have yielded a host of
findings which defy common stereotypes about consumer behavior. Reason and emotions do not
necessarily appear as opposing forces. Rather  they complement one another. Hence  it reveals
that consumers utilize mental accounting processes different from those assumed in marketers'
logical inferences when it comes to time  problems with rating and choosing  and in
post-purchase evaluation. People are often guided by illusions not only when they perceive the
outside world but also when planning their actions - and consumer behavior is no exception.
Strengthening the control over their own desires and the ability to navigate the maze of data
are crucial skills consumers can gain to benefit themselves  marketers and the public.
Understanding the mind of the consumer is the hardest task faced by business researchers. This
book presents the first analytical perspective on the brain - and biometric studies which open
a new frontier in market research.

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