Neuromarketing: exploring the brain of the consumer
Auteur :
Zurawicki, Leon
Éditeur :
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN :
9783540778288
Date de publication :
9 sept. 2010
Langue :
Anglais
Pays d'origine :
Allemagne
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception.