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Neuroelectrical Brain Imaging Tools For The Study Of The Efficacy Of Tv Advertising Stimuli And Their Application To Neuromarketing
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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 150 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 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 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 Selected Issues in Experimental Economics by : Kesra Nermend
Download or read book Selected Issues in Experimental Economics written by Kesra Nermend and published by Springer. This book was released on 2016-03-24 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this volume is to provide deep insights and the latest scientific developments and trends in experimental economics. Derived from the 2015 Computational Methods in Experimental Economics (CMEE) conference, this book features papers containing research and analysis of economic experiments concerning research in such areas as management science, decision theory, game theory, marketing and political science. The goal is to present possibilities for using various computer methods in the scope of experimental economics to further provide researchers with a wide variety of tools. The field of experimental economics is rapidly evolving. Modern use of experimental economics requires the integration of knowledge in the domains of economic sciences, computer science, psychology, and neuroscience. Recent research includes experiments conducted both in the laboratory and in the field, and the results are used for testing and a better understanding of economic theories. Researchers working in this field use mainly a set of well-established methods and computer tools that support the experiments. Methods such as artificial intelligence, computer simulation and computer graphics, however, are not represented enough in experimental economics studies and most experimenters do not consider their usage. The goal of the conference and the enclosed papers is to allow for an exchange of experiences and to promote joint initiatives to insight change in this trend.
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 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 Problems, Methods and Tools in Experimental and Behavioral Economics by : Kesra Nermend
Download or read book Problems, Methods and Tools in Experimental and Behavioral Economics written by Kesra Nermend and published by Springer. This book was released on 2018-09-18 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: These proceedings highlight research on the latest trends and methods in experimental and behavioral economics. Featuring contributions presented at the 2017 Computational Methods in Experimental Economics (CMEE) conference, which was held in Lublin, Poland, it merges findings from various domains to present deep insights into topics such as game theory, decision theory, cognitive neuroscience and artificial intelligence. The fields of experimental economics and behavioral economics are rapidly evolving. Modern applications of experimental economics require the integration of know-how from disciplines including economics, computer science, psychology and neuroscience. The use of computer technology enhances researchers’ ability to generate and analyze large amounts of data, allowing them to use non-standard methods of data logging for experiments such as cognitive neuronal methods. Experiments are currently being conducted with software that, on the one hand, provides interaction with the people involved in experiments, and on the other helps to accurately record their responses. The goal of the CMEE conference and the papers presented here is to provide the scientific community with essential research on and applications of computer methods in experimental economics. Combining theories, methods and regional case studies, the book offers a valuable resource for all researchers, scholars and policymakers in the areas of experimental and behavioral economics.
Book Synopsis Successful Technological Integration for Competitive Advantage in Retail Settings by : Pantano, Eleonora
Download or read book Successful Technological Integration for Competitive Advantage in Retail Settings written by Pantano, Eleonora and published by IGI Global. This book was released on 2015-04-30 with total page 405 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advent of new technologies has been an impetus for rapid development in several industries, including the area of retail services. These recent advances push industry leaders to infuse new innovations into their various systems and processes. Successful Technological Integration for Competitive Advantage in Retail Settings examines the various effects of changing markets and subsequently how these changes cause retailers to meet consumer demand by integrating more sophisticated, advanced innovations in their daily practices. Focusing on corporate strategies, innovation management, and relevant case studies, this book is a pivotal reference source for researchers, practitioners, and developers interested in recent innovation trends within the retailing industry.
Book Synopsis Marketing Analytics by : A. Mansurali
Download or read book Marketing Analytics written by A. Mansurali and published by CRC Press. This book was released on 2023-02-02 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt: With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.
Book Synopsis Neuroeconomic and Behavioral Aspects of Decision Making by : Kesra Nermend
Download or read book Neuroeconomic and Behavioral Aspects of Decision Making written by Kesra Nermend and published by Springer. This book was released on 2017-10-06 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field that combines neuroscience, psychology and economics to build a comprehensive theory of decision making. At its core, neuroeconomics analyzes the decision-making process not only in terms of external conditions or psychological aspects, but also from the neuronal point of view by examining the cerebral conditions of decision making. The application of IT enhances the possibilities of conducting such analyses. Such studies are now performed by software that provides interaction among all the participants and possibilities to register their reactions more accurately. This book examines some of these applications and methods. Featuring contributions on both theory and application, this book is of interest to researchers, students, academics and professionals interested in experimental economics, neuroeconomics and behavioral economics.
Book Synopsis Neuromarketing and unconscious choices in the wine market: The role of color by : Alessandro Bortolotti
Download or read book Neuromarketing and unconscious choices in the wine market: The role of color written by Alessandro Bortolotti and published by Alessandro Bortolotti. This book was released on 2023-07-25 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: The structure of the book is designed to provide a comprehensive exploration of the principles of neuromarketing and their application to the wine production industry in the Abruzzo region of Italy. Overall, the structure of the book is designed to provide a comprehensive analysis of the principles of neuromarketing and their application to the wine industry, with a particular emphasis on the role of color in consumer decision-making processes
Book Synopsis Formative Research in Social Marketing by : Krzysztof Kubacki
Download or read book Formative Research in Social Marketing written by Krzysztof Kubacki and published by Springer. This book was released on 2016-10-07 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.
Book Synopsis Marketing and Smart Technologies by : Álvaro Rocha
Download or read book Marketing and Smart Technologies written by Álvaro Rocha and published by Springer Nature. This book was released on 2021-03-09 with total page 783 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Book Synopsis Eurasian Business and Economics Perspectives by : Mehmet Huseyin Bilgin
Download or read book Eurasian Business and Economics Perspectives written by Mehmet Huseyin Bilgin and published by Springer Nature. This book was released on 2021-05-31 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents selected papers from the 31st Eurasia Business and Economics Society (EBES) Conference, which took place as a virtual conference due to the global COVID-19 health crisis. The theoretical and empirical papers gathered here cover diverse areas of business, economics and finance in various geographic regions, including not only topics from HR, management, finance, marketing but also contributions on public economics, political economy and regional studies.
Download or read book NEUROMARKETING written by DAVID SANDUA and published by David Sandua. This book was released on with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the transformative power of neuromarketing in revolutionizing how you sell and connect with consumers. This book unveils the secrets behind the science of selling, merging neuroscience with cutting-edge marketing strategies to seduce today's consumer. Embark on a fascinating journey through the human brain to understand how subconscious desires and emotions influence buying decisions. With practical examples, successful case studies, and proven techniques, this book equips you with the necessary tools to capture your audience's attention, create persuasive ads, and design irresistible products. Regardless of your company's size or the product you offer, neuromarketing opens the door to a deep understanding of consumer behavior, allowing you to innovate and excel in the saturated market.
Book Synopsis Innovative Education Technologies for 21st Century Teaching and Learning by : Muhammad Mujtaba Asad
Download or read book Innovative Education Technologies for 21st Century Teaching and Learning written by Muhammad Mujtaba Asad and published by CRC Press. This book was released on 2021-11-05 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights all aspects of innovative 21st-century education technologies and skills which can enhance the teaching and learning process on a broader spectrum, based on best practices around the globe. It offers case studies on real problems involving higher education, it includes policies that need to be adaptable to the new environments such as the role of accreditation, online learning, MOOCs, and mobile-based learning. The book covers all aspects of the digital competencies of teachers to fulfill the required needs of 21st-century classrooms and uses a new pedagogical approach suitable for educational policies. Innovative Education Technologies for 21st Teaching and Learning is the first book that addresses the teaching and learning challenges and how those challenges can be mitigated by technology which educational institutions are facing due to the COVID-19 pandemic. This book is suitable for teachers, students, instructional and course designers, policymakers, and anyone interested in 21st-century education.
Book Synopsis Defining, Measuring and Managing Consumer Experiences by : Annarita Sorrentino
Download or read book Defining, Measuring and Managing Consumer Experiences written by Annarita Sorrentino and published by Routledge. This book was released on 2020-09-30 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and scholars who wish to measure cognitive, emotional and behavioural consumer reactions. More specifically, it explores the changes in consumer behaviours, the limitations of traditional measurement approaches and the importance of capturing small insights with neuromarketing metrics, with a chapter contributed by a leading expert. A new three-point perspective on consumer behaviours is set out that combines behaviour (what people do) with the declared (what people say) and the perceived (what people feel). This approach acknowledges the complexity of consumer behaviours and the methodological bias derived from the use of the traditional techniques (principally the survey) or from big data. Only a holistic perspective can capture the heterogeneous nature of consumer behaviour. The book thereby takes up the theoretical debate about the definition, management and measurement of customer behaviour. It also examines measurement methodologies, an area that has received little attention elsewhere. Besides addressing the scientific community in the field, the book will also be a valuable practical resource for marketing managers, entrepreneurs and consultants who want to implement innovative strategies to manage the customer experience.
