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Consumer Brain: Neuromarketing, Emotion and Purchase Decision Making by Maria Navarro, Mauro Pena

Consumer Brain: Neuromarketing, Emotion and Purchase Decision Making

by Maria Navarro , Mauro Pena
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Book cover type: Paperback
  • ISBN13: 9786209582615
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Our Knowledge Publishing
  • Publisher Imprint: Our Knowledge Publishing
  • Publication Date:
  • Pages: 56
  • Original Price: GBP 38.19
  • Language: English
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Marketing / General

The book explains how neuromarketing uses neuroscience to understand how emotions, memory and unconscious processes influence purchasing decisions. It shows how emotions guide attention and advertising recall, how memory affects brand loyalty, and how multisensory experiences improve positioning. It also analyzes the heuristics and factors that influence impulsive and rational decisions, and how companies can use these tools to create more effective campaigns and innovate in consumer experiences, always with an ethical and responsible application.

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