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Consumer Brain

Consumer Brain

Maria Navarro / Mauro Pena

66,73 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Ventas y marketing
ISBN:
9786209582615
66,73 €
IVA incluido
Disponible

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The book explains how neuromarketing uses neuroscience to understand how emotions, memory and unconscious processes influence purchasing decisions. It shows how emotions guide attention and advertising recall, how memory affects brand loyalty, and how multisensory experiences improve positioning. It also analyzes the heuristics and factors that influence impulsive and rational decisions, and how companies can use these tools to create more effective campaigns and innovate in consumer experiences, always with an ethical and responsible application.

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