The young field of consumer neuroscience pursues the idea of integrating neuroscientific methods, theories and insights into consumer and buyer behavior research. This will complement traditional behavioral science approaches and gain new knowledge. Against this background, this textbook presents the current state of consumer neuroscience in a straightforward manner. This new edition will be supplemented with current results from international marketing research, such as: The concept of the "marketing placebo effect". In terms of methodology, the mobile fNIRS will be introduced, which can now be used to study price perception, advertising effectiveness, branding and buyer behavior.
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