chapter 1 Introduction -- chapter 2 Mapping the brain -- chapter 3 Neuromarketing: an emerging interdisciplinary science -- chapter 4 The Indian market and the Indian consumer -- chapter 5 Risk analysis and future implication.

Purpose This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by...