Consumer Neuroscience Hardcover by edited by Moran Cerf and Manuel Garcia-Garcia; foreword by Philip Kotler Condition:New part-time professor

Consumer Neuroscience Hardcover by edited by Moran Cerf and Manuel Garcia-Garcia; foreword by Philip Kotler Condition:New part-time professorProduct Details Publisher: The MIT Press (2017 11 16) Language: English Paperback: 368 pages ISBN 13: 9780262036597 Item Weight: 1095. 73 grams Dimensions: 9. 25 x 8. 19 x 0. 96 cm 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

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