Consumer Neuroscience Theory and Application by Cathrine Jansson-Boyd, Peter Bright 2024

 Consumer Neuroscience: Theory and Application presents a clear overview of the fundamentals 
of neuroscience and applies the principles to understanding consumer behaviors. The initial 
chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience 
will be able to grasp the more advanced content. The book moves on to review methods, the field 
of affective neuroscience, mechanisms and applications of neuroimaging methods and fundamentals 
of visual neuroscience. Final sections provide a collection of case studies that allow readers 
to analyze actual results of different cases in 
which brain activity was used to answer marketing and business questions.