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020			_a _z9780749473853
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040			_aDLC _beng _erda _cDLC _dBTCTA _dBDX _dOCLCF _dYDXCP _dCDX _dCLE _dNZAUC _dTMA _dOCLCQ _dS3O _dUN@
082	0	4	_a658.834 _bB851b 2015
100	1		_9179413 _aBridger, Darren, _eautor
245	1	0	_aDecoding the irrational consumer : _bhow to commission, run and generate insights from neuromarketing research / _cDarren Bridger.
264	3	1	_aLondon ; _aPhiladelphia : _bKogan Page, _c2015.
300			_a210 páginas ; _c24 cm.
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
490	0		_aMarketing science series
504			_aIncluye referencias bibliográficas e índice.
505	0		_aPart 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.
650	1	4	_975223 _aComportamiento del consumidor.
650	1	4	_93684 _aMercadeo _xInvestigaciones.
830		0	_9571858 _aMarketing science series.
942			_2ddc _cGEN
991			_aC0 _bUN@
991			_aMER _bAna Elena de la Mora Velazco _cOT16
997			_aMIRACHETA _b00 _c20161129 _lUDM01 _h1721
998			_aMIRACHETA _b00 _c20170120 _lUDM01 _h1657
999			_c140040 _d140040
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900			_aPSI
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