Consumer Neuroscience: Theory and Application

Front Cover
Consumer Neuroscience: Theory and Application
Copyright
Contents
Foreword
Preface
Acknowledgments
Chapter 1 Introduction to consumer neuroscience
	Advantages of consumer neuroscience
		Should businesses be skeptical of using neuroscience?
	Shortcomings
		Training is required
		Reverse inference
		Ethics
		Can you afford to use neuroscience equipment?
	Context and individual differences
		Brain plasticity
		Expectations guide responses
		Feeling rejected
	Benefits to other research areas
		Trust
		Neurology and well-being
			Cue reactivity
	Chapter summary
Chapter 2 An overview of the brain
	The neuron
	Neurotransmitter systems
	Gross brain structure
		The cerebrum
		The cerebellum
		The brainstem
		The diencephalon
		The basal ganglia
		Subcortical structures
	The 12 cranial nerves
		Blood supply to the brain
	Summary
	Glossary of key terms
Chapter 3 Methods in consumer neuroscience
	Mapping brain activity
		Functional magnetic resonance imaging (fMRI)
		Positron emission tomography (PET)
		Electroencephalography (EEG)
		Magnetoencephalography (MEG)
	Tapping into the unconscious
		Eye-tracking
		Eye-tracking and consumer research
		Implicit association tests (IAT)
	Methods that modulate brain activity
		tDCS and TMS
	Measuring skin and facial responses
		Electrodermal activity (EDA)
	Reading facial emotions
	Summary
Chapter 4 Visual neuroscience
	Vision
		The eye
		The visual cortex
	Visual perception
		Visual search
		Object recognition
		Principles of perceptual organization: Gestalt theory
		Valence perception
		Pricing
		The ‘look’ of packaging
	Visual imagery in advertising
		The human face of advertising
	Emotionally arousing imagery
	Summary
Chapter 5 The multisensory consumer
	The tactile sense
		Understanding’ touch
		Interpersonal social consumer touch
		Tactile congruency
	The auditory sense
		Understanding sound
		Music
		Food and sound
		Auditory input and the other senses
	The olfactory sense
		The olfactory system
		Interacting with other senses
		Individual differences
	Taste
		The influence of consumer culture on taste perception
		Oral-somatosensory information and choice
		Visual and auditory factors that play a role in taste
	Summary
Chapter 6 Memory and learning
	Sensory and working memory
		Sensory memory
		Working memory
	Memory formation
		Consolidation
		Associative network
		Repetition and product placement
		Experts
	Long-term memory
		Declarative memory
		Nondeclarative memory
	Memory and emotions
		Decision making
	Cued and context-dependent recall
		Sensory input
	Forgetting
	Summary
Chapter 7 Attention, awareness, and consciousness
	Visual attention
		Capacity limitations and selectivity
		Overt and covert attention
		Bottom-up and top-down processing
		Measurement of attention
		How to capture consumer attention
		Attention and decision making
	Awareness and consciousness
		Implicit processing
		Preference and decision making
		Emotions and unconsciousness
		Subliminal advertising
	Summary
Chapter 8 Understanding emotions
	Measuring emotions
	The nature of emotions
		Brain regions involved in detecting emotions
		Basic emotions
		Constructed emotion
		The role of cognition in experiencing emotions
	Emotions, attention, and recall
		Selective attention
		Recall
	Decision making and affect
		Subliminal emotion exposure
		Affective forecasting
		The choices people make
	Social aspects
		Advertising
		The influence of others
	Music
	Summary
Chapter 9 Decision making
	Cognition and emotion
		Cognition
		Emotions
		Uncertainty
	Motivation and reward
		Sex and money
		Intertemporal choice
		Branding
		Gambling
		Does dopamine serve pleasure or motivation?
	Consumer values
		Social influence
	Aesthetics
		Neuroaesthetics
		Product and packaging design
	Online decision making
		Purchase reviews
		Payment methods
	Summary
Chapter 10 Neuroscience: A lifespan perspective
	Early development
		Cerebral cortex development during childhood
		Adolescence
		Adolescence and addiction
		Social influences
	Sensory systems in older consumers
		Vision
	Hearing
		The sense of smell
		Taste
		Haptics
	Food and the older consumer
		Food textures
		Memory and food
	Memory
	Decision making
		Online decision making
	Chapter summary
Chapter 11 An overview of published articles in consumer neuroscience
References
Index
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