How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.
*Anmeldelse af bogen "Købehjernen"* - Fascinating book regarding the brain and how it affects consumer behavior. It could use more practical tips for marketeers, however, it was defintely worth a read from a marketing POV. Now that the basics about the brain have been covered in this book, it would be obvious with a follow-up book with an even more practical outset with general tips as well as brand/industry specific findings. There is defintely value in using neuromarketing to supplement traditional qualitative and quantative research methods when it comes to things such as figuring out how ads can increase awareness and attention, create brand preferences, and affect buying decisions - the only question is whether it's too expensive or time consuming with current methods. With time, AI will most likely make it more available than it is currently through more accurate prediction models rather than actual tests. This can already be seen in eye-tracking measurements/predictions today.
This book is self published, which should give some indication of its quality. Rather than a coherent textbook, it's more like a hodgepodge of the author's blog posts, writings, and other people's studies that he uses to support his lessons. For students interested in the subject it can give a good introduction, but neither the writing nor the structure of the book is done very thoughtfully.