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Consumer Decision Neuroscience
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Dieses Open-Access-Buch zur Consumer Decision Neuroscience verfolgt das Ziel, durch die Integration neurowissenschaftlicher Methoden in die Kufer- und Konsumentenverhaltensforschung die Identifikation verhaltensrelevanter, neurophysiologischer Variablen zu ermglichen, um darauf aufbauend eine Theorieerweiterung zu schaffen. In ausgewhlten Beitrgen werden Kufer- und Konsumentenentscheidungsprozesse anhand verschiedener methodischer, neurowissenschaftlich fundierter Herangehensweisen empirisch untersucht, um die Entscheidungsprozesse umfassend beschreiben, effektiver untersttzen und erfolgreich vorhersagen zu knnen.
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