Index Book: Introduction to Neuromarketing & Consumer Neuroscience

Chapter 1 Introducton 1
CONCEPTUAL CLARIFICATIONS 3
What is neuromarketnng 3
What is consumer neuroscienceg 3
More nenerally, what is “applied neuroscience”g 4
What is neuroscienceg 4
What about “neurolony”g 5
Two approaches: methods and insinhts 5
THE EMERGE OF NONINVASIVE NEUROSCIENCE 5
Faster, cheaper, beter 6
From statonary to mobile 6
WHY NEUROSCIENCE IN CONSUMER BEHAVIOURg 6
CONSUMER BEHAVIOUR AND MARKETING IN NEUROSCIENCEg 7
A basic model of consumer choice 9
Representaton Atenton 9
Predicted value 10
Experienced value 10
Remembered value learninn 11

Chapter 2 The Brain 13
THE BRAIN COMPASS 13
LATERALITY AND STRUCTURAL DOUBLING 13
THE OCCIPITAL LOBE 14
What does the renion “do”g 14
Functons associated with the occipital cortex include 14
Damane to this renion can lead to: 14
Functons related to consumer behaviour 14
THE PARIETAL LOBE 14
What does the renion “do”g 15
Damane to this renion can lead to: 15
Functons related to consumer behaviour 15
THE TEMPORAL LOBE 15
What does the renion “do”g 16
Damane to this renion can lead to: 16
Functons related to consumer behaviour 16
THE FRONTAL LOBE 16
What does the renion “do”g 16
Damane to this renion can lead to: 17
Functons related to consumer behaviour 17
DEEP STRUCTURES OF THE BRAIN 17
The autonomous nervous system 18
Brainstem and upwards 18
Thalamus 18
Basal Gannlia 19
Amyndala 19
Hippocampus and the medial temporal lobe 19
Cinnulate Cortex 20
Insula 20