Neurosensory and Neuromarketing Impacts on Consumer Behavior


Book Description

The intersection of neurosensory and neuromarketing continues to reshape our understanding of consumer behavior, exploring the impact of sensory experiences and cognitive processes on purchasing decisions. Neurosensory research examines how sensory stimuli affect brain activity and emotional responses. Neuromarketing applies these findings to develop strategies to engage and persuade consumers to buy products, effectively crafting marketing plans, experiences, tactics. Further exploration of the integration of neuroscience into marketing may help businesses improve their approach to consumer behavior studies, leading to more impactful and targeted marketing efforts. Neurosensory and Neuromarketing Impacts on Consumer Behavior examines the positive impact of neuroscience and sensory studies on marketing and consumer behavior. The role of intelligent technologies in neuromarketing and the effects of these tactics on various demographics are explored. This book covers topics such as neuroscience, social media, and artificial intelligence, and is a useful resource for business owners, psychologists, policymakers, computer engineers, scientists, researchers, and academicians.




Handbook of Research on Exploring Gender Equity, Diversity, and Inclusion Through an Intersectional Lens


Book Description

Organizations worldwide have introduced equality, diversity, and inclusion (EDI) policies to address the inherent disadvantages experienced by employees with diverse social identities in different national contexts. EDI policies are present to address the inherent disadvantages and inequalities experienced by a diverse workforce. The Handbook of Research on Exploring Gender Equity, Diversity, and Inclusion Through an Intersectional Lens reports on current challenges that organizations face in terms of gender diversity management and provides crucial research on the application of strategies designed to increase organizational change and support and integrate diverse individuals, including physically disabled individuals, women, and people of color, into organizations. Covering key topics such as mental health, tolerance, and a sustainable workforce, this major reference work is ideal for managers, business owners, administrators, government officials, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.




The Cambridge Introduction to Intercultural Communication


Book Description

Uniquely interdisciplinary and accessible, The Cambridge Introduction to Intercultural Communication is the ideal text for undergraduate introductory courses in Intercultural Communication, International Communication and Cross-cultural Communication. Suitable for students and practitioners alike, it encompasses the breadth of intercultural communication as an academic field and a day-to-day experience in work and private life, including international business, public services, schools and universities. This textbook touches on a range of themes in intercultural communication, such as evolutionary and positive psychology, key concepts from critical intercultural communication, postcolonial studies and transculturality, intercultural encounters in contemporary literature and film, and the application of contemporary intercultural communication research for the development of health services and military services. The concise, up-to-date overviews of key topics are accompanied by a wide variety of tasks and eighteen case studies for in-depth discussions, homework, and assessments.







Product-Country Images


Book Description

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.




National Image and Competitive Advantage


Book Description

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.




An Integrative Guide to Consumer Neuroscience


Book Description

"This book provides an integrative guide to the modern, highly interdisciplinary, and complex field of consumer neuroscience. The aim is to provide a robust overview of the many theoretical and experimental domains involved, thereby balancing depth and breadth of presentation. The material is loosely structured in three, not explicitly delineated parts. The first three chapters discuss the scope of consumer neuroscience, relevant psychological phenomena, and the human brain. The following three chapters cover the relevant mathematics, scanner technologies, and data analyses. The next five chapters discuss concepts and applications of consumer neuroscience, some of which are rather well established, and some reflect cutting-edge research. Specifically, issues of individual, social, and commercial consumer neuroscience are addressed in addition to aspects related to gender differences, abnormal consumer behaviour, ageing, and organizational behaviour. The final two chapters discuss research ethics and future directions, respectively"--




Intercultural Service Encounters


Book Description

This book investigates intercultural service encounters (ICSEs) in light of the rapidly globalizing world economy, examining the extant literature on the topic and identifying areas which require further exploration. With a focus on intercultural communication and competence, the author analyses diverse conceptual frameworks, providing theoretical models and practical initiatives for those working within the services marketing industry. An excellent resource for anyone interested in how culture shapes customer and employee expectations and perceptions, this book addresses the potential implications and limitations of future models.




Thriving in a New World Economy


Book Description

This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues and practices. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​