Consumer Science for Marketing

The book considers the main topics of consumer psychology from the viewpoint of their contributions to marketing. While it aims at providing a comprehensive overview of the discipline it also guides the reader throughout theories and data for a straightforward understanding of their practical applications.

Readers will find the book useful as it merges the existing gap between psychological research and applications by discussing case histories and providing real life examples. It also clarifies what are the different fields within consumer psychology and how the different approaches relate to different methodologies and outcomes.

Table of Contents

• Chapter 1 – Introduction to Consumer Psychology
• 1.1. What it is and how it emerged
• 1.2 Different Approaches and Methodologies
• 1.3 Traditional applications and futures developments
• Chapter 2 – Neuroscience and Consumer Psychology
• 2.1 What we now about the brain
• 2.2 The five senses
• 2.3 Neural substrates of cognition and emotions
• 2.4 Measurement Techniques for neuroimaging and electrophysiology
• 2.5 Neuromarketing Case Histories
• Chapter 3 – Perception and Cognitive Processes
• 3.1 Attention