Bridger, Darren, <br/><br/>
Decoding the irrational consumer :  how to commission, run and generate insights from neuromarketing research / 
Darren Bridger. 
 - 210 páginas ;  24 cm. 
 - Marketing science series .
 - Marketing science series. .
<br/><br/>Incluye referencias bibliográficas e índice. 
<br/><br/>Part One: Theoretical insights. 1. The irrational consumer: introduction -- 2. The brain: attention, memory and emotion -- 3. Neuroaesthetics -- 4. Behavioural economics -- Part Two: The new research tools. 5. Guidelines for experiments -- 6. Eye-tracking -- 7. Implicit response measures -- 8. Facial action coding -- 9. Biometrics -- 10. Neuro-measures -- Part Three: Putting it all together. 11. Computational neuroscience -- 12. Smarter survey design -- 13. Combining techniques -- 14. Conclusions. 
<br/><br/><label>ISBN: </label>0749473843 9780749473846 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Comportamiento del consumidor.<br/>Mercadeo--Investigaciones.
<br/><br/><label>Dewey Class. No.: </label>658.834  / B851b 2015