Tanusree Dutta Libri

Exploring the intersection of neuroscience and consumer behavior, the book delves into how both conscious and unconscious brain processes influence purchasing decisions. It highlights the growing trend of neuromarketing in India, presenting opportunities for professionals in the field. Additionally, the text addresses ethical concerns surrounding the use of neuroscientific techniques in marketing, the potential risks of failure, and future prospects for the industry. This comprehensive analysis aims to enhance understanding and prediction of consumer behavior through a neural lens.

This book is written specially for the students of B.E./B.Tech. of Metallurgical and Materials Engineering. It also serves the needs of allied scientific disciplines at the undergraduate, graduate level and practising professional engineers