| Popis: |
This chapter provides an overview of the definition, the broader aims, and the origins of consumer neuroscience. In addition, the relationship between consumer neuroscience and neuroeconomics is discussed. Subsequently, the chapter provides an outline of core concepts and models that are common in consumer and marketing research. After a brief discussion of the limitations of these models regarding their ability to fully explain consumer behaviour, arguments are put forward about how the integration of methods, concepts, and theories of neuroscience in consumer research can help to overcome some of these limitations. To this end, the chapter includes some examples of early and ground-breaking studies in both neuroeconomics and consumer neuroscience. For the reader’s guidance and convenience, the chapter provides an overview of the structure of the book together with a discussion of how the various chapter interdepend on each other. |
