Erik du Plessis
Leon Zurawicki
Zurawicki is a Professor at the University of Massachusetts. His book Neuromarketing: Exploring the Brain of the Consumer appeared in Sept 2010.
It is available on Amazon at $112 - which is the reason why I have not read it yet.
However, it is fairly easy to deduce from the index of a book what it is about and what the authors approach to the subject is.
Nearly all the books that appeared in 2010 claim that Neuromarketing has discovered a 'new insight' in the way that consumers make decisions - as if everything we have learned over many generations of observing behaviour is wrong.
Zurawicki's index covers the important issues that involves Neuromarketing and appears not to come to the conclusion that we have been fooled all along.
I look forward to reading this book that stands out among the rest of the 2010 books that largely appear to be neurobullshitting.
Even without having yet read the book this is the one I am most likely to prescribe should I ever give class again. (I am sure that studnts will find ways to obtain cheaper copies.)
It is available on Amazon at $112 - which is the reason why I have not read it yet.
However, it is fairly easy to deduce from the index of a book what it is about and what the authors approach to the subject is.
Nearly all the books that appeared in 2010 claim that Neuromarketing has discovered a 'new insight' in the way that consumers make decisions - as if everything we have learned over many generations of observing behaviour is wrong.
Zurawicki's index covers the important issues that involves Neuromarketing and appears not to come to the conclusion that we have been fooled all along.
I look forward to reading this book that stands out among the rest of the 2010 books that largely appear to be neurobullshitting.
Even without having yet read the book this is the one I am most likely to prescribe should I ever give class again. (I am sure that studnts will find ways to obtain cheaper copies.)
