Part I

The Brave New World of Neuromarketing

9781118518977-pp0101.eps

In this part . . .

Here, we provide an overview of the new world of neuromarketing and the topics to be covered in more detail in the rest of the book. If you want a quick summary of what neuromarketing is and what this book is about, start here.

Neuromarketing has emerged in market research today because of some amazing new discoveries in neuroscience, social psychology, and behavioral economics that have changed our understanding of how the human brain experiences, interprets, decides, and acts in the world. Perhaps it was inevitable that these discoveries would be applied to advertising, marketing, and consumer behavior. But there is still a lot of confusion about this new field, and more than a few misunderstandings about what it can and can’t do, and whether it’s a good or bad thing. In this part, we clear up the confusion and give you a solid foundation for understanding neuromarketing, what it’s good for, and how it’s impacting market research and marketing.

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