TY  - BOOK
AU  - Bridger,Darren
TI  - Decoding the irrational consumer: how to commission, run and generate insights from neuromarketing research 
T2  - Marketing science series
U1  - 658.834 
PY  - 2015///
CY  - London, Philadelphia
PB  - Kogan Page
KW  - Comportamiento del consumidor
KW  - Mercadeo
KW  - Investigaciones
N1  - Incluye referencias bibliográficas e índice; 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
ER  -