Introduction to Neuromarketing & Consumer Neuroscience
Format: PDF / Kindle (mobi) / ePub
How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.
of cognitive functions is based on the cooperative activity of this type of complex neurons.” In this way, complex neurons seem to be integrative neurons, i.e. cells that integrate information from a variety of processes. This could include the multi-modal neurons found in the functional sub-structures of the medial temporal lobe, such as the hippocampus, perirhinal, entorhinal and temporopolar cortex. But would it not mean the colour processing nodes in the visual cortex? This leads us back to
indeed be an after-the-fact matter of filling in the gaps. Our sense of autonomy may be an illusion created by the brain, just as we have seen that visual illusions are created by the brain. This suggests two broad suggestions We cannot trust conscious reports – they are, after all, only after-the-fact retrospective accounts of a choice that has already happened We should seek to broaden the use and validation of unconscious measures, such as neuroimaging, physiology and behavioural
By using this animal “model” of the human cognitive system, further exploration of the neural correlates of cognitive functions are made. Important discoveries have been made using this approach, such as the findings of mirror neurons made by Gallese and colleagues. Together, EEG presents a whole range of different recording (and stimulation) approaches that each makes significant contribution to the study of brain-mind relationships. With its superior temporal resolution the EEG provides
certain items or thoughts. Imagine that you are reading a highly boring report (or simply find this book extremely boring), yet you absolutely have to read it. This leads to you force yourself to read the report, and the whole process of mobilising your mental energy to keep reading is a classic example of top-down attention. Conversely, the highly attractive and colourful magazine lying on the couch besides you, or the buzzing of your smartphone to an incoming text message, is the
understand how to communicate with consumers. Likewise, traditional academic models are, at best, ignorant about the effects of working memory on consumer choice. Frontal theta and cognitive load One measurement of cognitive load is found when looking at the EEG. If one uses the frontal (midline) electrodes and extract the theta band frequency (following a so-called Fourier transform of the raw EEG signal) it is possible to assess cognitive load reliably. Recent studies have demonstrated that