Neuromarketing pp 163-210 | Cite as

Neural Bases for Segmentation and Positioning

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Abstract

Why in the same situations different consumers do not act similarly? And if they behave differently, then they should feel and reason differently as well. One of the most salient features of emotion is the pronounced variability among individuals in their reactions to emotional incentives and in their dispositional mood. Collectively, these individual differences have been described as the affective style (Davidson 2004). At issue, however, are not just the emotional reactions but the emotional memory and perception as well. Individual differences in the form of experience, perception, and attention impact the nature of information recorded in associative memories and lead to different perspectives on a person’s inner and outer world.

Keywords

Personality Trait Consumer Behavior Gray Matter Volume Emotional Memory Compulsive Buyer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.University of Massachusetts BostonBostonUSA

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