Applying Neuroscience To Business Practice

Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.

This book takes a neuroscientific approach to explaining elements of effective managerial and leadership communication in a concise way. These include communicating with various audiences and in a variety of situations managers and leaders face regularly. The book includes an easy-to-use guide to help the reader apply this understanding of neuroscience to principles of rhetoric toward developing effective messages. Several specific examples, including detailed explanations of them, illustrate applications. Drawn from real situations, activities and cases, also, encourage practice and facilitate immediate application to situations the reader may be experiencing. Encouraging principles of lean processes, especially lean communication, the book will benefit any in a position of leadership no matter the size of the team or organization, or the professional setting—business, health care, technology, manufacturing and others. It will also benefit those training for such positions—graduate business and management students and those in leadership development programs.

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

Behaviour change is hard, but O’Mara shows that by adopting strategies that are well-founded in the science of brain and behaviour individuals and organisations can adapt to the demands of the modern world. The brain matters in business. The problem is that our brains have many biases, heuristics and predilections that can distort behaviour and decision making. The good news is that we know more about how these work than ever before. O’Mara’s starting point is that, as our behaviour arises from the structure and function of our brains, careful examination of a series of brain–based (‘neurocognitive’) analyses of common aspects of human behaviour relevant to business and management practice reveals lessons that can be used at work. He begins by looking at neuroplasticity and how it is enables a shift from a restrictive ‘fixed mindset’ to an enabling ‘growth mindset’. He shows how this changing mindset approach – where the focus is on task and improvements based on effort – is scalable within organisations. Next, as the brain is a living organ like the heart and lungs, O’Mara shows how to keep it physically in the best possible shape before examining how we exercise control over our behaviour, build resilience and create positive brain states. He also considers the implications for business of our brains wiring for status and illustrates how research shows that it is possible to de-bias assumptions about gender and race – and the impact that this has on performance.

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

The development of any organization is deeply connected with the influences of its employees. By implementing new competencies in the workforce, both the employees and the business overall can thrive. The Handbook of Research on Human Factors in Contemporary Workforce Development is a pivotal source for the latest scholarly perspectives on social aspects and employee influences on modern business environments. Including a range of topics such as gender diversity, performance appraisal, and job satisfaction, this publication is an ideal reference for academics, professionals, students, and practitioners seeking content on optimizing development in contemporary organizations.

Computer vision and object recognition are two technological methods that are frequently used in various professional disciplines. In order to maintain high levels of quality and accuracy of services in these sectors, continuous enhancements and improvements are needed. The implementation of artificial intelligence and machine learning has assisted in the development of digital imaging, yet proper research on the applications of these advancing technologies is lacking. Applications of Advanced Machine Intelligence in Computer Vision and Object Recognition: Emerging Research and Opportunities explores the theoretical and practical aspects of modern advancements in digital image analysis and object detection as well as its applications within healthcare, security, and engineering fields. Featuring coverage on a broad range of topics such as disease detection, adaptive learning, and automated image segmentation, this book is ideally designed for engineers, physicians, researchers, academicians, practitioners, scientists, industry professionals, scholars, and students seeking research on the current developments in object recognition using artificial intelligence.

In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.

In the digital age, modern society is exposed to high volumes of multimedia information. In efforts to optimize this information, there are new and emerging methods of information retrieval and knowledge management leading to higher efficiency and a deeper understanding of this data. The Handbook of Research on Biomimicry in Information Retrieval and Knowledge Management is a critical scholarly resource that examines bio-inspired classes that solve computer problems. Featuring coverage on a broad range of topics such as big data analytics, bioinformatics, and black hole optimization, this book is geared towards academicians, practitioners, and researchers seeking current research on the use of biomimicry in information and knowledge management.