{"title":"Tanusree Dutta","description":null,"products":[{"product_id":"consumer-happiness-multiple-perspectives-book-tanusree-dutta-9789813363762","title":"Consumer Happiness: Multiple Perspectives","description":"This book helps quench the quest of knowledge of academicians, researchers, and others interested in developing a complete and critical understanding of consumer happiness. The relentless search of happiness by humans is sought in different ways. Scientific discussion on happiness for long was considered a forte of Philosophers. Other disciplines seldom delved into this. But today not only science but neuroscience, marketing, and other varied fields have started delving into it and have developed a keen interest. The book has been conceptualized on this line of thinking and thus divided into two parts. The first part is customized towards understanding various perspectives of happiness and the relative importance of knowing the same. The first chapter of this section is on the biological perspective of happiness. The second is titled ‘Behavioural perspective’. The third chapter is an attempt to elucidate the cultural perspective of the concept of happiness. The fourth is on the role of technology in inducing happiness. Fifth and sixth are on theories of happiness and measuring happiness, respectively. Knowledge about the different perspective and theories has a wide range of benefits. It informs us about how the brain works, interprets, and reacts. This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers.  The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective, i.e. keeping consumer happy. This segment has ten chapters. The first is on differentiating the concept of happiness from satisfaction. The second is on sensory marketing and happiness. The third deals with the store design and shelving of products to generate happiness. Fourth and fifth chapters relate to persuading the consumers. While the fourth chapter is on developing persuasive messages and the fifth is on subliminal messaging sixth chapter is on pricing and seventh on advertising. The eighth chapter highlights the role of emotions and the ninth is on the different factors that induce happiness in consumers. The last chapter is about raising some unanswered questions and food for thought for readers. Together the contents of the book make for a complete understanding of the concept of happiness and how it is shaping the world of marketing. Addressing the ‘what’ and ‘how’ of consumer happiness in the same book makes the book comprehensive.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49543943454993,"sku":"GOR012760133","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52351933546769,"sku":"NLS9789813363762","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9813363762.jpg?v=1750839470"},{"product_id":"emotion-cognition-and-silent-communication-unsolved-mysteries-book-tanusree-dutta-9789819993338","title":"Emotion, Cognition and Silent Communication: Unsolved Mysteries","description":"This book provides an answer to the readers about scientific perspective on learning. It presents a culminating point of four different kinds of studies designed to measure and understand the nuances of brain functioning. The objective of this book is to find answers to four questions: (1) can there be a neuroscientific understanding of the concept of individual differences? (2) does rhythmic sound or noise have an impact on decision making? (3) how does transfer of learning between the hemispheres facilitate the learning process? and lastly (4) beyond the accepted ways of communicating verbally and non-verbally is silent communication possible? This book makes an attempt to address these issues through various aspects of inner-conscious engineering.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51066745782545,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51066748338449,"sku":"NIN9789819993338","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52660659486993,"sku":"NLS9789819993338","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9819993334.jpg?v=1751385968"},{"product_id":"emotion-cognition-and-silent-communication-unsolved-mysteries-book-tanusree-dutta-9789819993369","title":"Emotion, Cognition and Silent Communication: Unsolved Mysteries","description":"This book provides an answer to the readers about scientific perspective on learning. It presents a culminating point of four different kinds of studies designed to measure and understand the nuances of brain functioning. The objective of this book is to find answers to four questions: (1) can there be a neuroscientific understanding of the concept of individual differences? (2) does rhythmic sound or noise have an impact on decision making? (3) how does transfer of learning between the hemispheres facilitate the learning process? and lastly (4) beyond the accepted ways of communicating verbally and non-verbally is silent communication possible? This book makes an attempt to address these issues through various aspects of inner-conscious engineering.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51728355426577,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ NEW \/ GARDNERS","offer_id":51728355918097,"sku":"NGR9789819993369","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9819993369.jpg?v=1751286697"},{"product_id":"consumer-happiness-multiple-perspectives-book-tanusree-dutta-9789813363731","title":"Consumer Happiness: Multiple Perspectives","description":"Chapter 1. The cultural perspective: Are some societies happier than others? Chapter 2. Happiness digital technology and social networks.- Chapter 3. Socioeconomic Status and Consumer Happiness.- Chapter 4. Behavioral perspective.- Chapter 5. Subliminal messaging and applicaton in sports: moving beyond the conscious.- Chapter 6. Subliminal Messaging: Moving Beyond Consciousness.- Chapter 7. Customer Happiness: The role of Cognitive Dissonance and Customer Experience.- Chapter 8. Advertising: A new visual world (Re-conceptualisation of advertising through creative design).- Chapter 9. Consumer happiness and decision making: The way forward.- Chapter 10.Paying a price to get a value: Choose wisely.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52531539280145,"sku":"NLS9789813363731","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9789813363731.jpg?v=1760656798"},{"product_id":"neuromarketing-in-india-book-tanusree-dutta-9781138576674","title":"Neuromarketing in India","description":"How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India.   In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.  The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52648546009361,"sku":"NLS9781138576674","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781138576674.jpg?v=1762042503"},{"product_id":"beyond-the-smile-book-tanusree-dutta-9789819667581","title":"Beyond the Smile","description":"The volume provides a comprehensive understanding of the conceptual and practical implications of happiness. 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This volume is a valuable resource for anyone interested in the pursuit of happiness, combining rigorous scientific inquiry with practical wisdom to guide readers on their journey toward a joyful and meaningful existence.","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":52859787804945,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ NEW \/ INGRAM","offer_id":52859788198161,"sku":"NLS9789819667581","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9789819667581.jpg?v=1765151440"},{"product_id":"neuromarketing-in-india-book-tanusree-dutta-9781032931258","title":"Neuromarketing in India","description":"How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. 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