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• After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience.
• Purchase Moran Cerf et al - Consumer Neuroscience courses at here with PRICE $59.99 $19 Moran Cerf et al - Consumer Neuroscience A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services.
• Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests.
• The new field of behavioral economics draws on the insights of psychology to study non-rational decision making.
• The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions.