Exploring the Brain of the Consumer

  • Leon Zurawicki

Table of contents

  1. Front Matter
    Pages i-xx
  2. Leon Zurawicki
    Pages 1-53
  3. Leon Zurawicki
    Pages 55-103
  4. Leon Zurawicki
    Pages 163-210
  5. Back Matter
    Pages 243-273

About this book


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. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. 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. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.


Consumer Behavior Emotions Market research Neuroscience behavior consumer neuroscience marketing

Authors and affiliations

  • Leon Zurawicki
    • 1
  1. 1.University of Massachusetts, BostonBostonUSA

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-540-77828-8
  • Online ISBN 978-3-540-77829-5
  • Buy this book on publisher's site
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Finance, Business & Banking
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