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Exploring the intersection of neuroscience and consumer behavior, this book delves into how non-rational decision-making influences purchasing choices. It challenges traditional economic assumptions by incorporating insights from behavioral economics and psychology. As the first comprehensive resource on consumer neuroscience, it serves both as an educational tool for classrooms and a valuable reference for professionals in business and marketing, offering a deeper understanding of consumer judgment and decision processes.
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Consumer Neuroscience, Philip Kotler
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- 2017
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