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Neural Bases for Segmentation and Positioning

In: Neuromarketing

Author

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  • Leon Zurawicki

    (University of Massachusetts Boston)

Abstract

Why in the same situations different consumers do not act similarly? And if they behave differently, then they should feel and reason differently as well. One of the most salient features of emotion is the pronounced variability among individuals in their reactions to emotional incentives and in their dispositional mood. Collectively, these individual differences have been described as the affective style (Davidson 2004). At issue, however, are not just the emotional reactions but the emotional memory and perception as well. Individual differences in the form of experience, perception, and attention impact the nature of information recorded in associative memories and lead to different perspectives on a person’s inner and outer world.

Suggested Citation

  • Leon Zurawicki, 2010. "Neural Bases for Segmentation and Positioning," Springer Books, in: Neuromarketing, chapter 0, pages 163-210, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-77829-5_4
    DOI: 10.1007/978-3-540-77829-5_4
    as

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