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Applying Neuroscience and Biometrics to the Practice of Marketing

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Neuromarketing

Abstract

How do neuroscientific tests help address practical marketing issues is a paramount question. According to this author’s estimates, around the world there are approximately 90 private neuroscience labs contracting with businesses to perform applied studies on consumer behavior, attitudes and related issues. This takes place in addition to so many university centers which on occasion venture into the industry-sponsored research.

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Authors and Affiliations

  1. University of Massachusetts Boston, 100 Morrissey Blvd., 02125, Boston, MA, USA

    Prof. Dr. Leon Zurawicki

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  1. Prof. Dr. Leon Zurawicki
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Correspondence to Leon Zurawicki .

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Zurawicki, L. (2010). Applying Neuroscience and Biometrics to the Practice of Marketing. In: Neuromarketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77829-5_5

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