BIOSUREILLANCE IN NEW MEDIA MARKETING
6,900.00₹ 6,951.00₹
- Author: SELENA NEMORIN
- ISBN: 9783319962160
- Availability: In Stock
Buy BIOSUREILLANCE IN NEW MEDIA MARKETING | Management Books, New Arrivals
ABOUT THE BOOK
Advertising has long been considered a manipulator of
minds and has increased significantly in coercive power since the emergence of
research in behavioural psychology. Now with the deployment of
neuro-physiological imaging technologies into market contexts, companies are
turning to neuromarketing to measure how we think and feel. Data driven models
are being used to inform advertising strategies designed to trigger human
action at a level beneath conscious awareness. This practice can be understood
as a form of consumer biosurveillance: but what is behind the hype? What are
the consequences?
Biosurveillance in New Media Marketing is a
critical reflection on the role that technology is playing in the construction
of consumer representations, and its encroachment into the internal lives of
individuals and groups. It is a work that examines the relationship between
neuromarketing practitioners and machines, and how the discourses and practices
emerging from this entanglement are influencing the way we make sense of the
world.