Consumer Neuroscience

Theory and Application

Cathrine Jansson-Boyd, Peter Bright
Elsevier
306 pages
ISBN: 9780443135811
November 2023

This book presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. The initial chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience will be able to grasp the content. It moves on to review methods, the field of affective neuroscience, mechanisms and applications of neuroimaging methods.