Neuromarketing

The book "Neuromarketing" by Leon Zurawicki offers a comprehensive analysis of the latest findings in the field of neuromarketing, which has made significant progress over the past decade. It highlights how consumer behavior perception differs from common assumptions and demonstrates that emotions and rational considerations should not be viewed as opposing forces but rather as complementary. The work examines how consumers utilize mental accounting processes that diverge from the logical conclusions of marketers, particularly regarding time management, decision-making, and post-purchase evaluation. It explains that consumers are often guided by illusions, affecting both their perception of the world and their actions. The book provides valuable insights into the skills consumers can develop to better control their desires and navigate the overload of data. These findings are significant not only for marketers but also for the public and research in consumer behavior.