Casado Aranda, L.A. (2021). Neurociencia del consumidor. Ediciones Pirámide, 248 pp.

Rocío Carranza Vallejo

Authors

Rocío Carranza Vallejo Profesora titular. Universidad Internacional de La Rioja (España) https://orcid.org/0000-0001-7752-7490

Keywords:

consumer neuroscience, consumer behaviour, neuromarketing, emotions, marketing, purchasing

Abstract

Do we really know how we make purchasing decisions, are we aware of the importance of emotions when we are about to buy a plane ticket or a new car, and are all purchases based on reason? Casado Aranda takes us into the world of consumer neuroscience from its origins to the present day. A proposal to understand the behaviour of the brain and how consumer purchasing decisions really depend so much on the «emotional» part. A book based on scientific evidence and the rigour of the information provided. Neuromarketing as you have never seen it before.

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Author Biography

Rocío Carranza Vallejo, Profesora titular. Universidad Internacional de La Rioja (España)

Profesora titular de Marketing en la Universidad Internacional de la Rioja (UNIR) y en la Universidad de Castilla-La Mancha. Sus líneas de investigación se centran en los servicios, la comunicación y la promoción en marketing, habiendo publicado en revistas de alto impacto como Journal of Hospitality and Tourism Technology, Industrial Management & Data Systems o Journal of Retailing and Consumer Services. Su trabajo ha sido reconocido con premios como el Highly Commended Award Literati, otorgado por Emerald en 2019. https://orcid.org/0000-0001-7752-7490