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Consumption as Feelings

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Neuromarketing

Abstract

Studying consumers refers to how people perceive, learn, remember and feel in the context of acquiring and using products and services. Such an analysis is tremendously complex. In order to better grasp how consumers make choices and decide to buy, the enhanced knowledge of people’s experience of the consumption itself and of all the accompanying sensations proves crucial. Applying the findings of neuroscience, as will be demonstrated in this chapter, provides useful clues. However, one is advised that, not surprisingly for a new discipline, neuromarketing has selectively addressed a diverse range of issues faced in consumer behavior. This is due to the varying complexity of the research tasks, constraints imposed by the available technology and the difficulty in staging different types of experiments.

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    Prof. Dr. Leon Zurawicki

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Zurawicki, L. (2010). Consumption as Feelings. In: Neuromarketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77829-5_2

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