An Integrative Guide to Consumer Neuroscience

Consumer neuroscience is a complex, interdisciplinary, and emerging field that cuts across psychology, neuroscience, and consumer research. The book provides a comprehensive overview of the foundations and applications of modern consumer neuroscience, exploring a wide range of established and emergent topics in the field, making it the ideal resource for anyone looking to broaden their knowledge base. The content provides a thorough, high-level guide to the mathematical, technological, and theoretical aspects of consumer neuroscience, alongside a wide range of specific applications situated within a scientific context.

The book includes chapters on cognitive processes and behaviors, the human brain, mathematical concepts, and neuroscience technologies. It considers the difference of individual, social and commercial neuroscience through the lens of gender differences, aging and ethics, amongst other concepts, enabling the reader to adopt an holistic view of the field and discover new research directions. This is enhanced by the inclusion of consolidating questions and answers for each chapter alongside numerous images to enhance the reader's understanding of the topic.

The book is an essential read for the aspiring researcher or practitioner striving for an in-depth understanding of the field and its ramifications.

Sven Braeutigam, MEG Physicist and Senior Researcher, Department of Psychiatry and Oxford Centre for Human Brain Activity,Peter Kenning, Chair of Marketing, Faculty of Business Administration and Economics, Heinrich- Heine-University, Dusseldorf

Sven Braeutigam, PhD, Diplom-Phys., is a senior researcher at the Department of Psychiatry, University of Oxford and MEG physicist at the Oxford Centre for Human Brain activity. His research interests are centred on applications for magnetoencephalography including neurodevelopmental disorders and neuro-marketing. He serves as a scientific reviewer for the National Institute of Neurological Disorders and Stroke and is a member of the editorial review board of the International Journal of Advertising.

Dr. Peter Kenning is professor and chair of marketing at Heinrich- Heine-University, Duesseldorf, Germany. He received his Ph.D. in business administration from the University of Muenster, Germany. His research interests include technology management, retail marketing, marketing management, and consumer behavior. His work has been published widely, for example, in PNAS, MIS Quarterly, International Journal of Research in Marketing, Journal of Management Information Systems, Journal of Economic Psychology, and Journal of Behavioral Decision Making.