TY  - BOOK
AU  - Briesemeister,Benny B.
AU  - Selmer,Werner Klaus
TI  - Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales 
T2  - Management for Professionals,
SN  - 9783658351854
U1  - 658.8 23
PY  - 2022///
CY  - Wiesbaden
PB  - Springer Fachmedien Wiesbaden, Imprint: Springer
KW  - Marketing
KW  - Psychobiology
KW  - Human behavior
KW  - Economics-Psychological aspects
KW  - Behavioral Neuroscience
KW  - Behavioral Economics
N1  - Multisensory Experiences in Digital Media -- A Good Product Name in the Semantic Network: Implicit Methods for Naming -- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design -- Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot -- Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting -- Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services -- Leveraging Neuroscience-Based Insights to Improve Customer Experience -- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience -- Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business -- Anticipated Regret in Decision-Making and Behaviour Change
N2  - This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate
UR  - https://doi.org/10.1007/978-3-658-35185-4
ER  -