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Consumer Neuroscience

Auteurs

Philip Kotler

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Pages: 368pages
Temps de lecture: 13heures

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Exploring the intersection of neuroscience and consumer behavior, this book delves into how non-rational decision-making influences purchasing choices. It challenges traditional economic assumptions by incorporating insights from behavioral economics and psychology. As the first comprehensive resource on consumer neuroscience, it serves both as an educational tool for classrooms and a valuable reference for professionals in business and marketing, offering a deeper understanding of consumer judgment and decision processes.

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Consumer Neuroscience, Philip Kotler

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Année de publication: 2017
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Titre: Consumer Neuroscience
Langue: Anglais
Auteurs: Philip Kotler
Éditeur: MIT Press Ltd
Publié: 2017
Format: rigide
Pages: 368
ISBN13: 9780262036597
Mots clés: Affaires et économie, Psychologie
Description: Exploring the intersection of neuroscience and consumer behavior, this book delves into how non-rational decision-making influences purchasing choices. It challenges traditional economic assumptions by incorporating insights from behavioral economics and psychology. As the first comprehensive resource on consumer neuroscience, it serves both as an educational tool for classrooms and a valuable reference for professionals in business and marketing, offering a deeper understanding of consumer judgment and decision processes.