How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.
Dr. Thomas Z. Ramsøy is one of the leading scholars and practitioners of applied neuroscience. Besides being the director of the Center for Decision Neuroscience at the Copenhagen Business School, he is also the FOunder and CEO of Neurons Inc, a world-wide applied neuroscience company. Dr. Ramsøy publishes extensively on the application of neuroscience tools and insights into business and society, and in his commercial company he tests anything between consumer responses to robots, how store aisle make-overs affect stress, and how leaders can become better decision-makers through reducing their mental workload.