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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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