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Scegliere, comprare: Dinamiche di acquisto in psicologia e neuroscienze by Michela Balconi, Alessandro Antonietti

Scegliere, comprare: Dinamiche di acquisto in psicologia e neuroscienze

by Michela Balconi , Alessandro Antonietti
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Book cover type: Paperback
  • ISBN13: 9788847013735
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Publication Date:
  • Pages: 208
  • Original Price: EUR 44.99
  • Language: Italian
  • Edition: 2009
  • Item Weight: 418 grams
  • BISAC Subject(s): Neuropsychology

Anche il marketing, come tanti ambiti professionali, vive oggi l'opportunità di aggiornare i paradigmi e le metodologie tradizionali grazie a contributi provenienti da altre discipline, soprattutto da quelle di più recente sviluppo. Tra queste, si segnalano oggi la psicologia cognitiva e le neuroscienze. Il libro intende offrire al lettore uno spaccato di quanto questi due settori possono offrire alla comprensione delle dinamiche di acquisto, mostrando come la conoscenza dei meccanismi di pensiero e dei processi cerebrali aiuti a identificare ciò che accade nella mente del destinatario della comunicazione pubblicitaria e di colui che si trova a dover valutare e scegliere se e che cosa comprare. Psicologia e neuroscienze mettono oggi a disposizione di chi studia i comportamenti di acquisto sia nuovi modelli concettuali, sia nuovi strumenti e procedure di analisi. I contributi raccolti nel volume offrono al lettore da un lato delle rassegne circa i più recenti contributi di queste discipline al marketing, dall'altro esempi di ricerche da cui è possibile ricavare spunti applicativi. Nel complesso risulta un quadro generale di alcune delle più promettenti tendenze e linee di indagine che si stanno affermando nel settore.

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