$139.97
- Hardcover
368 pages
- Release Date
16 November 2017
Summary
A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services.Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuro…
Book Details
| ISBN-13: | 9780262036597 |
|---|---|
| ISBN-10: | 0262036592 |
| Author: | Moran Cerf, Manuel Garcia-Garcia, Ana Iorga, Ming Hsu, Irit Shapira-Lichter, Ingrid L.C. Nieuwenhuis, Carl Marci, Brendan Murray |
| Publisher: | MIT Press Ltd |
| Imprint: | MIT Press |
| Format: | Hardcover |
| Number of Pages: | 368 |
| Release Date: | 16 November 2017 |
| Weight: | 1.07kg |
| Dimensions: | 229mm x 203mm x 24mm |
| Series: | The MIT Press |
About The Author
Moran Cerf
Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program.Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program.Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program.Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern’s neuroscience program.David Brandt is a postdoctoral researcher at the Maersk Mc-Kinney Moller Institute.Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.
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