This book is designed to impart and convey knowledge as well as understanding of the range of biometric technologies and cybertechnologies, while also stressing their advantages and disadvantages. The authors develop an appreciation for and breadth of knowledge that spans the full range of neuroscience sub-disciplines, including behavioural, cognitive, and computational neuroscience. Furthermore, the content of the book is geared to be able to place neuroscience into an ethical context, especially showing how studying the brain and behaviour can contribute to the resolution of ethical, social, and environmental issues.

This book is designed to impart and convey knowledge as well as understanding of the range of biometric technologies and cybertechnologies, while also stressing their advantages and disadvantages. The authors develop an appreciation for and breadth of knowledge that spans the full range of neuroscience sub-disciplines, including behavioural, cognitive, and computational neuroscience. Furthermore, the content of the book is geared to be able to place neuroscience into an ethical context, especially showing how studying the brain and behaviour can contribute to the resolution of ethical, social, and environmental issues.

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

With the advent of the internet as a medium for performing business transactions, the need for a secure communication channel has never been more paramount. The study of behavioral biometrics - the verification and/or identification of individuals based on the way they provide information to an authentication system - originated from the need for a small footprint, versatile alternative to expensive hardware-based, or physiological, biometrics. As an emerging alternative to these traditional and more well-known physiological biometrics such as fingerprinting or iris scans, behavorial biometrics can offer state-of-the-art solutions to identity management requirements as either a stand-alone system or part of a multi-biometric security system. Whilst there are many existing texts that focus on physiological biometrics or algorithmic approaches deployed in biometrics, Behavioral Biometrics addresses a gap in the existing literature for a text that is solely dedicated to the topic of behavioral biometrics. The author presents a thorough analysis of the latest research into well-known techniques such as signature verification and voice recognition, as well more recently developed and ground-breaking techniques including keyboard/ mouse dynamics, gait analysis, odour analysis and salinity testing, which are ever increasing in reliability; discusses exciting future trends that focus on the brain-computer interface using EEG technology and may one day enable human-machine interaction via brainwave patterns; describes the central applications for the technology within e-commerce and related industries, and provides a number of comprehensive case studies of major implementations that provide the user with a strong sense of the approaches employed in the various subdomains of behavioral biometrics. provides a comprehensive glossary of terms as well as a rich set of references and websites that enable the reader to explore and augment topics as required. Behavioral Biometrics will appeal to graduate and postgraduate students, as well as researchers wishing to explore this fascinating research topic, in areas of biometrics and computer science including classification algorithms, pattern recognition, artificial intelligence & security and digital forensics. In addition, it will serve as a reference for system integrators, CIOs, and related professionals who are charged with implementing security features at their organization.

Foundational studies of the activities of spiking neurons in the awake and behaving human brain and the insights they yield into cognitive and clinical phenomena. In the last decade, the synergistic interaction of neurosurgeons, engineers, and neuroscientists, combined with new technologies, has enabled scientists to study the awake, behaving human brain directly. These developments allow cognitive processes to be characterized at unprecedented resolution: single neuron activity. Direct observation of the human brain has already led to major insights into such aspects of brain function as perception, language, sleep, learning, memory, action, imagery, volition, and consciousness. In this volume, experts document the successes, challenges, and opportunity in an emerging field. The book presents methodological tutorials, with chapters on such topics as the surgical implantation of electrodes and data analysis techniques; describes novel insights into cognitive functions including memory, decision making, and visual imagery; and discusses insights into diseases such as epilepsy and movement disorders gained from examining single neuron activity. Finally, contributors consider future challenges, questions that are ripe for investigation, and exciting avenues for translational efforts. Contributors Ralph Adolphs, William S. Anderson, Arjun K. Bansal, Eric J. Behnke, Moran Cerf, Jonathan O. Dostrovsky, Emad N. Eskandar, Tony A. Fields, Itzhak Fried, Hagar Gelbard-Sagiv, C. Rory Goodwin, Clement Hamani, Chris Heller, Mojgan Hodaie, Matthew Howard III, William D. Hutchison, Matias Ison, Hiroto Kawasaki, Christof Koch, Rüdiger Köhling, Gabriel Kreiman, Michel Le Van Quyen, Frederick A. Lenz, Andres M. Lozano, Adam N. Mamelak, Clarissa Martinez-Rubio, Florian Mormann, Yuval Nir, George Ojemann, Shaun R. Patel, Sanjay Patra, Linda Philpott, Rodrigo Quian Quiroga, Ian Ross, Ueli Rutishauser, Andreas Schulze-Bonhage, Erin M. Schuman, Demetrio Sierra-Mercado, Richard J. Staba, Nanthia Suthana, William Sutherling, Travis S. Tierney, Giulio Tononi, Oana Tudusciuc, Charles L. Wilson