CONSUMER NEUROSCIENCE

TEXTBOOK

EDITED BY MORAN CERF AND MANUEL GARCIA

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 neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners.

After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain’s reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing.

Table of Content:

Foreword, Philip Kotler

Preface, Moran Cerf and Manuel Garcia Garcia

1. Introduction to Consumer Neuroscience

2. Brain Physiology and Anatomy

3. Sensation and Perception

4. Methods

5. Attention

6. Memory

7. Emotions

8. Decision Making

9. Reward System

10. Brand Equity

11. Pricing

12. Social Marketing

13. Using Neuroscience to make Business Predictions

14. Applications in Marketing Research

15. Ethics in Consumer Neuroscience

15. Future of Consumer Neuroscience

Editors

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management.

Manuel Garcia-Garcia is a Senior Vice President at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.

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Contributing authors:

Fabio Babiloni, PhD (Sapienza University o Rome)

Davide Baldo (Ipsos)

David Brandt, PhD (Nielsen)

Moran Cerf, PhD (Kellogg, Northwestern)

Yuping Chen (Haas, Berkeley)

Kimberly Rose Clark (Darthmouth)

William Cunningham, PhD (Rotman, University of Toronto)

Manuel Garcia Garcia, PhD (Ipsos)

Ming Hsu, PhD (Haas, Berkeley)

Carl Marci, MD, PhD (Harvard, Nielsen)

Kai-Markus Müller (Neuromarketing Labs)

Brendan Murray (Nielsen)

Dante Pirouz, PhD (Ivey, Western University)

Hirak Parikh, PhD (Neuromarketing Labs)

Martin Reiman, PhD (Eller, Arizona University)

Irit Shapira-Lichter, PhD (Tel-Aviv University)

Ingrid Niewenhuis, PhD (Nielsen)

Neal Roese, PhD (Kellogg, Northwestern)

Giovanni Vecchiato, PhD (Univrsity of Rome)

Ana Iorga, PhD (Buyer Brain)

Maria Cordero (Nielsen)

Graham Page (Millward Brown)

Arianna Tretter (BrainSigns)

Sarah Walker (Millward Brown)