Consumer Neuroscience

by Cerf, Garcia-Garcia

ISBN: 9780262364287 | Copyright 2017

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Contents (pg. v)
Foreword (pg. vii)
Preface (pg. ix)
Chapter 1 Introduction to Consumer Neuroscience (pg. 1)
1.1 Introduction (pg. 1)
1.2 The Brain as the Seat of Behavior (pg. 2)
1.3 The Neuroscience of Decision Making Throughout History (pg. 3)
1.4 Consumer and Advertising Research throughout History: Decision Making (pg. 10)
1.5 Consumer Neuroscience (pg. 12)
1.6 Why Consumer Neuroscience? (pg. 13)
Chapter 2 Brain Physiology and Anatomy (pg. 21)
2.1 Introduction (pg. 21)
2.2 Understanding Consumer Behavior Using Neuroscience (pg. 25)
2.3 Appendix: Description of Brain Regions (pg. 29)
Chapter 3 Sensation and Perception (pg. 35)
3.1 Measuring Stimuli Detection (pg. 37)
3.2 Adaptation (pg. 38)
3.3 The Visual System (pg. 39)
3.4 Coding and Analyzing Visual Information (pg. 41)
3.5 Auditory System (pg. 46)
3.6 Olfactory System (pg. 54)
3.7 Taste System (pg. 55)
Chapter 4 Methods (pg. 63)
4.1 What Methodology Should I Choose? (pg. 63)
4.2 Tools (pg. 67)
4.3 Psychometric Methods (pg. 86)
Appendix: Specific Quantitative Analytics for Neural Studies Processing (adapted from Barnett and Cerf 2017) (pg. 89)
Chapter 5 Attention (pg. 103)
5.1 Introduction (pg. 103)
5.2 Top-Down Attention: Consciously Driven Goal-Oriented Attention (pg. 106)
5.3 Saliency Models of Attention: Bottom-Up Attention (pg. 106)
5.4 The Effect of the Context on Bottom-Up Attention (pg. 109)
5.5 Low-Involvement Theory (pg. 111)
5.6 Visual Salience Bias and Attentional Blindness (pg. 111)
5.7 Measuring Attention in the Brain (pg. 113)
5.8 Conclusion (pg. 116)
5.9 Appendix: Use of Neuroimaging in the Evaluation of Television Commercials (pg. 122)
Chapter 6 Memory (pg. 133)
6.1 Brain Areas Supporting Memory (pg. 134)
6.2 Forgetting and the Importance of Retrieval Cues (pg. 136)
6.3 Implicit Memory and the Mere Exposure Effect (pg. 139)
6.4 Principles Enabling the Formation of Long-Lasting Memory (pg. 140)
6.5 Measuring Memory (pg. 144)
Chapter 7 Emotions (pg. 151)
7.1 Introduction (pg. 151)
7.2 What Is an Emotion? (pg. 151)
7.3 How Are Emotions Made? (pg. 152)
7.4 The Biology of Emotion: What about the Brain? (pg. 153)
7.5 The Biology of Emotion: What about the Body? (pg. 158)
7.6 Techniques for Measurement (pg. 159)
7.7 How Do Emotions Impact Marketing? (pg. 165)
7.8 Consumer Neuroscience Measures Relationship to Marketing and Sales (pg. 166)
Chapter 8 Decision Making (pg. 177)
8.1 Introduction (pg. 177)
8.2 Who Really Decides? (pg. 178)
8.3 When Do We Decide? (pg. 185)
8.4 What Factors Affect Our Decisions? (pg. 187)
8.5 Mathematical Models of Decision Making (pg. 196)
8.6 Applications of Decision Making to Improve Marketing Mix Models (pg. 197)
8.7 Conclusion (pg. 203)
Chapter 9 Reward System (pg. 207)
9.1 What Is Reward? (pg. 208)
9.2 How Marketers Benefit from Neuroscience in Measuring Reward (pg. 209)
9.3 Wanting and Liking (pg. 212)
9.4 The Role of Dopamine (pg. 212)
9.5 Anticipating versus Experiencing Rewards, and What This Means for Customer Loyalty (pg. 214)
9.6 The Future (pg. 216)
9.7 Appendix: Neuro-aesthetics: The Role of Dopaminergic Reward in Processing Aesthetically Appealing Package Design (pg. 219)
Chapter 10 Brand Equity (pg. 223)
10.1 Introduction (pg. 223)
10.2 Defining Brand Equity (pg. 225)
10.3 Brand Knowledge (pg. 227)
10.4 Customer Response: Translating Knowledge into Action (pg. 231)
10.5 Conclusion (pg. 235)
Chapter 11 Pricing (pg. 241)
11.1 Traditional and Non-brain Approaches (pg. 242)
11.2 Neural Mechanisms of Price Perception (pg. 244)
11.3 Using Neuropricing to Find the Goldilocks Price (pg. 247)
11.4 Case Study: Pricing Packages of Potato Chips (pg. 247)
Chapter 12 Social Marketing (pg. 255)
12.1 Creating Better Marketing and a Better World with Consumer Neuroscience and Social Marketing (pg. 255)
12.2 What Is Social Marketing? (pg. 256)
12.3 Understanding Addictive Consumer Behaviors (pg. 257)
12.4 Creating Social Marketing Campaigns That Work (pg. 259)
12.5 Future Directions in Social Marketing (pg. 262)
Chapter 13 Using Knowledge from Neuroscience to Make Business Predictions (pg. 267)
13.1 Prediction and Uncertainty (pg. 268)
13.2 Predictive Processing and the Brain (pg. 269)
13.3 Neuroscience and Marketing Research (pg. 273)
13.4 The Brain and Proactivity (pg. 275)
13.5 How Consumer-Based Neuroscience Companies Can Help (pg. 276)
Chapter 14 Applications in Market Research (pg. 281)
14.1 A Brief History of Market Research (pg. 281)
14.2 Early Impact of Neuroscience-Based Learning (pg. 285)
14.3 Where Neuroscience Is Today (pg. 287)
14.4 Market Research Surveys Today and Tomorrow (pg. 288)
14.5 The Researcher of the Future (pg. 300)
Chapter 15 Ethics in Consumer Neuroscience (pg. 303)
15.1 Introduction (pg. 303)
15.2 The History of Neuroethics (pg. 303)
15.3 Consumer Neuroscience in Practice: Ethical Concerns in the Field (pg. 306)
15.4 Regulatory Guidelines for Ethical Research (pg. 310)
15.5 Concerns about Scientific Validity (pg. 312)
15.6 Critics of Consumer Neuroscience Research (pg. 314)
15.7 Arguments in Support of Neuroscience for Market Research (pg. 315)
15.8 Looking at the Future of Consumer Neuroscience Research (pg. 316)
Chapter 16 Future of Consumer Neuroscience (pg. 321)
16.1 Introduction (pg. 321)
16.2 Research Standards (pg. 323)
16.3 The Future Tools of Consumer Neuroscience (pg. 328)
16.4 Marketing and Measuring to All Five Senses (pg. 331)
16.5 Knowledge (pg. 333)
16.6 Data (pg. 335)
16.7 Conclusion (pg. 337)
Index (pg. 345)

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

Manuel Garcia-Garcia is Senior Vice President for Research and Innovation, Global and Ad Effectiveness at the Advertising Research Foundation and Adjunct Professor of Consumer Neuroscience at New York University.


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