Neuromarketing in india: understanding the indian consumer
Auteur :
Dutta, Tanusree / Mandal, Manas Kumar
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032931258
Date de publication :
14 oct. 2024
Dimensions :
21,6 x 13,8 cm
Poids :
453 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The