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Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research / Darren Bridger.
Tipo de material:
TextoSeries Marketing science series | Marketing science seriesEditor: London ; Philadelphia : Kogan Page, 2015Descripción: 210 páginas ; 24 cmTipo de contenido: - texto
- no mediado
- volumen
- 0749473843
- 9780749473846
- 658.834 B851b 2015
Contenidos:
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.
| Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | |
|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Central | Colección General | 658.834 B851b 2015 (Navegar estantería(Abre debajo)) | Disponible | GEN | 33409002985632 |
Total de reservas: 0
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.
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