Neuromarketing in Business : Identifying Implicit Purchase Drivers and Leveraging them for Sales

edited by Benny B. Briesemeister, Werner Klaus Selmer

Multisensory Experiences in Digital Media -- A Good Product Name in the Semantic Network: Implicit Methods for Naming -- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design -- Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot -- Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting -- Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services -- Leveraging Neuroscience-Based Insights to Improve Customer Experience -- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience -- Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business -- Anticipated Regret in Decision-Making and Behaviour Change.

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Year of publication:	2022 ; 1st ed. 2022.
Other Persons:	Briesemeister, Benny B. (ed.) ; Selmer, Werner Klaus (ed.)
Publisher:	2022.: Wiesbaden : Springer Fachmedien Wiesbaden 2022.: Wiesbaden : Imprint: Springer
Subject:	Unternehmen \| Enterprise \| Neuromarketing

Extent:	1 Online-Ressource(VIII, 140 p. 52 illus.)
Series:	Management for Professionals Springer eBook Collection
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Aufsatzsammlung
Language:	English
ISBN:	978-3-658-35185-4 ; 978-3-658-35184-7 ; 978-3-658-35186-1 ; 978-3-658-35187-8
Other identifiers:	10.1007/978-3-658-35185-4 [DOI]
Classification:	Marketing ; Betriebssoziologie, Betriebspsychologie
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012814731