Decoding the Irrational Consumer —— How to Commission, Run and Generate Insights from Neuromarketing Research

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ISBN: 9780749473846 出版年：2015 页码：224 Bridger, Darren Kogan Page

Section - One: Theoretical insights Chapter - 01: The irrational consumer: introduction Chapter - 02: The brain: attention, memory and emotion Chapter - 03: Neuroaesthetics Chapter - 04: Behavioural economics Section - Two: The new research tools Chapter - 05: Guidelines for experiments Chapter - 06: Eye-tracking Chapter - 07: Implicit response measures Chapter - 08: Facial action coding Chapter - 09: Biometrics Chapter - 10: Neuro-measures Section - Three: Putting it all together Chapter - 11: Computational neuroscience Chapter - 12: Smarter survey design Chapter - 13: Combining techniques Chapter - 14: Conclusions