Applying Neuroscience to Business Practice

Applying Neuroscience to Business Practice

Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)
Release Date: October, 2016|Copyright: © 2017 |Pages: 332
ISBN13: 9781522510284|ISBN10: 1522510281|EISBN13: 9781522510291|DOI: 10.4018/978-1-5225-1028-4

Description

Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions.

Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Consumer Reactions
  • Customer Temperament
  • Emotional Connections
  • Experiential Marketing
  • Facial Coding
  • Neuromarketing
  • Television Advertisements

Reviews and Testimonials

Dos Santos presents readers with a collection of academic essays and scholarly articles focused on the theoretical frameworks and emerging empirical research in the application of neuroscience to business practice. The editor has organized the eleven selections that make up the main body of the text in three parts devoted to state of the art techniques in neuromarketing, sectorial applications, and the market of emotions.

– Protoview Reviews

Table of Contents and List of Contributors

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