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Application Of Neural Technology To Neuro Management And Neuro Marketing
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Book Synopsis Application of Neural Technology to Neuro-Management and Neuro-Marketing by : Ioan Opris
Download or read book Application of Neural Technology to Neuro-Management and Neuro-Marketing written by Ioan Opris and published by Frontiers Media SA. This book was released on 2020-04-03 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Neuromanagement and Neuromarketing by : Vincenzo Russo
Download or read book Neuromanagement and Neuromarketing written by Vincenzo Russo and published by Frontiers Media SA. This book was released on 2022-10-18 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Applications of Neuromarketing in the Metaverse by : Gupta, Monika
Download or read book Applications of Neuromarketing in the Metaverse written by Gupta, Monika and published by IGI Global. This book was released on 2023-05-22 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.
Book Synopsis Applying Neuroscience to Business Practice by : Dos Santos, Manuel Alonso
Download or read book Applying Neuroscience to Business Practice written by Dos Santos, Manuel Alonso and published by IGI Global. This book was released on 2016-10-25 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.
Book Synopsis Neuromarketing in Business by : Benny B. Briesemeister
Download or read book Neuromarketing in Business written by Benny B. Briesemeister and published by Springer Nature. This book was released on 2022-01-03 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.
Book Synopsis Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing by : Giovanni Vecchiato
Download or read book Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing written by Giovanni Vecchiato and published by Springer Science & Business Media. This book was released on 2013-05-13 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com
Book Synopsis Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience by : Atli, Dincer
Download or read book Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience written by Atli, Dincer and published by IGI Global. This book was released on 2020-06-19 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.
Book Synopsis Neuromarketing in India by : Tanusree Dutta
Download or read book Neuromarketing in India written by Tanusree Dutta and published by Routledge. This book was released on 2018-06-27 with total page 115 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.
Book Synopsis Neuromarketing For Dummies by : Stephen J. Genco
Download or read book Neuromarketing For Dummies written by Stephen J. Genco and published by John Wiley & Sons. This book was released on 2013-07-29 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to use neuromarketing and understand the sciencebehind it Neuromarketing is a controversial new field whereresearchers study consumers' brain responses toadvertising and media. Neuromarketing and the brain sciencesbehind it provide new ways to look at the age-oldquestion: why do consumers buy? NeuromarketingFor Dummies goes beyond the hype to explain thelatest findings in this growing and oftenmisunderstood field, and shows business owners andmarketers how neuromarketing really works and how theycan use it to their advantage. You'll get a firm grasp onneuromarketing theory and how it is impacting researchin advertising, in-store and online shopping,product and package design, and much more. Topicsinclude: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level ofadvertising or marketing, on any budget Practical techniques to help your customers develop bonds withyour products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic forbusiness owners, students, and marketers and offers practical waysit can be incorporated into your existing marketing plans.
Book Synopsis The Neuro-Consumer by : Anne-Sophie Bayle-Tourtoulou
Download or read book The Neuro-Consumer written by Anne-Sophie Bayle-Tourtoulou and published by Routledge. This book was released on 2020-04-24 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :1522554793 Total Pages :501 pages Book Rating :4.5/5 (225 download)
Book Synopsis Applications of Neuroscience: Breakthroughs in Research and Practice by : Management Association, Information Resources
Download or read book Applications of Neuroscience: Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-03-02 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. Advancing research and applications in this field can assist in successfully furthering advancements in various other fields. Applications of Neuroscience: Breakthroughs in Research and Practice is a comprehensive reference source for the latest scholarly material on trends, techniques, and various uses of neuroscience, and examines the benefits and challenges of these developments. Highlighting a range of pertinent topics, such as cognitive processes, neuroeconomics, and neural signal processing, this publication is ideally designed for researchers, academics, professionals, graduate-level students, and practitioners interested in emerging applications of neuroscience.
Book Synopsis Neuromarketing in Action by : Patrick M Georges
Download or read book Neuromarketing in Action written by Patrick M Georges and published by Kogan Page Publishers. This book was released on 2013-12-03 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.
Download or read book Neuromarketing written by Leon Zurawicki and published by Springer Science & Business Media. This book was released on 2010-09-02 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Consumer Neuroscience by : Moran Cerf
Download or read book Consumer Neuroscience written by Moran Cerf and published by MIT Press. This book was released on 2017-11-16 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker
Book Synopsis Organizational Neuroethics by : Joé T. Martineau
Download or read book Organizational Neuroethics written by Joé T. Martineau and published by Springer Nature. This book was released on 2019-11-27 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding and improving how organizations work and are managed is the object of management research and practice, and this topic is of longstanding interest in the academia and in society at large. More recently, the contribution that the study of the brain could make to, notably, our understanding of decisions, emotional reactions, and behaviors has led to the emergence of the field of “organizational neuroscience”. Within the field of management, organizational neuroscience seeks to explore linkages between neuroscience research, theories, and methods and management research. Its primary goal is to incorporate findings on the cognitive processes underlying the thoughts, behaviors and attitudes of organizational actors in order to better inform management theories, and to assist in understanding, predicting and improving these behaviors in the workplace. As a result, we have seen in the last decade a flurry of research projects and publications in organizational neuroscience, as well as novel or rejuvenated innovations around neuromarketing, neuroleadership, and cognitive enhancement in the work place, to name a few. However, research and practical applications in organizational neuroscience pose profound ethical challenges about, for example, organizational responsibility in the responsible use of scientific innovation. Drawing on recent debates in the field, and in response to upcoming ethical challenges of organization neuroscience, this book introduces “organizational neuroethics” as an emerging interdisciplinary field that addresses the ethics of organizational neuroscience research and applications, as well as the neuroscience of organizational ethics. The first part focuses on the ethics of organizational neuroscience and several chapters tackle the ethics of neuromarketing or neuroleadership and discuss the ethical issues associated with neuroenhancement practice in the workplace. The second part of the book addresses cutting-edge topics in the neuroscience of organizational ethics. Written by international experts in the fields of management, neuroscience, ethics, and social science, this book will be of prime interest to practitioners, researchers and students in the various fields concerned with improving management research and practices, as well as organizational ethics.
Book Synopsis Exploring the Dynamics of Consumerism in Developing Nations by : Gbadamosi, Ayantunji
Download or read book Exploring the Dynamics of Consumerism in Developing Nations written by Gbadamosi, Ayantunji and published by IGI Global. This book was released on 2019-01-11 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers.
Book Synopsis NEUROMARKETING by : Branislav R. Tanasic
Download or read book NEUROMARKETING written by Branislav R. Tanasic and published by . This book was released on 2019-04-26 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuromarketing's science is articulated as a combination of marketing, medical knowledge, and the latest brain scanning technology which enabled the insight into bioelectric potentials of the brain. Prior to neuromarketing, the credibility of traditional research techniques was based on the degree of accuracy and honesty of respondents' answers. By developing neuromarketing, the observer is able to unambiguously detect changes by recording brain activity from the scalp of the respondents and identify the engaged brain region as a result of a particular stimulus from the environment. Changes in the nervous activity induce variations in cerebral metabolism, hemodynamic and electromagnetic signals, which can be measured by one of the following neuromarketing techniques. Emotion Response Analysis (ERA) uses electroencephalography image to identify the emotional response an individual has to a product or advertisement. Improving understanding of neural mechanisms in decision-making and insight into individual differences in behavior and personal preferences enables marketers to significantly promote more effectively. The ability to detect and measure the bioelectric potentials of the brain makes it possible to realize the old marketer's dreams to see the true reactions of the consumer and thus properly understand the behavior of the consumer. Consumer neuroscience studies the brain to predict and potentially even manipulate consumer behavior and decision making. Tools and methods used in neuromarketing analyzes are rapidly developing the ability to better visualize consumer subconscious responses to environmental concerns. In fact, neuromarketing represents the bridge between marketing and neuroscience, a research field that is developing extremely vigorously.
