Neuromarketing : exploring the brain of the consumer - Zurawicki, Leon. (Berlin ; London : Springer, 2010)
Exploring the brain -- Consumption as feelings -- Neural underpinnings of risk handling, developing preference and choosing -- Neural bases for segmentation and positioning -- Applying neuroscience and biometrics to the practice of marketing.
Includes bibliographical references and index.
Keywords: Neuromarketing; Consumer behavior; Marketing -- Psychological aspects; Neuromarketing