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The Brain

The Brain

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Copyright: 2018
Pages: 33
Source title: Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities
Source Author(s)/Editor(s): Joana Coutinho de Sousa (Unlimited-Hashtag, Portugal)
DOI: 10.4018/978-1-5225-4834-8.ch004

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The goal of this chapter is to provide a quick overview about the brain in order to understand the individual, explaining the combination of the nerve cells to achieve human mental capacities, perception, movement, speech and emotion. From the knowledge of the neuronal structure available on this chapter, we are able to understand the neuronal function and the structure of the nervous system, how the connections are made, the impact on emotions and, consequently, its importance in Neuromarketing.

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