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CONTENTS
FOREWORD
PHILIP KOTLER
PREFACE
MORAN CERF AND MANUEL GARCIA-GARCIA
1. INTRODUCTION TO CONSUMER NEUROSCIENCE
2. BRAIN PHYSIOLOGY AND ANATOMY
3. SENSATION AND PERCEPTION
4. METHODS
5. ATTENTION
6. MEMORY
7. EMOTIONS
8. DECISION MAKING
9. REWARD SYSTEM
10. BRAND EQUITY
11. PRICING
12. SOCIAL MARKETING
13. USING KNOWLEDGE FROM NEUROSCIENCE TO MAKE BUSINESS PREDICTIONS
14. APPLICATIONS IN MERKET RESEARCH
15. ETHICS IN CONSUMER NEUROSCIENCE
16. FUTURE OF CONSUMER NEUROSCIENCE
CONTRIBUTORS
INDAX
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