Ethics and Neuromarketing: Implications for Market Research and Business Practice by Andrew R. Thomas, Nicolae Alexandru Pop, Ana Maria Iorga, Cristian Ducu
English | PDF | 2017 | 218 Pages | ISBN : 3319456075 | 3.6 MB
This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process.