Consumption as Feelings

Leon Zurawicki ()
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Leon Zurawicki: University of Massachusetts Boston

Chapter Chapter 2 in Neuromarketing, 2010, pp 55-103 from Springer

Abstract: Abstract Studying consumers refers to how people perceive, learn, remember and feel in the context of acquiring and using products and services. Such an analysis is tremendously complex. In order to better grasp how consumers make choices and decide to buy, the enhanced knowledge of people’s experience of the consumption itself and of all the accompanying sensations proves crucial. Applying the findings of neuroscience, as will be demonstrated in this chapter, provides useful clues. However, one is advised that, not surprisingly for a new discipline, neuromarketing has selectively addressed a diverse range of issues faced in consumer behavior. This is due to the varying complexity of the research tasks, constraints imposed by the available technology and the difficulty in staging different types of experiments.

Keywords: Positive Emotion; Ventral Tegmental Area; Consumer Behavior; Negative Mood; Positive Mood (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-77829-5_2

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DOI: 10.1007/978-3-540-77829-5_2

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