Moran Cerf

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

  • Consumer Neuroscience

    Consumer Neuroscience

    Moran Cerf and Manuel Garcia-Garcia

    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.

    ContributorsFabio 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

    • Hardcover $75.00
  • Single Neuron Studies of the Human Brain

    Single Neuron Studies of the Human Brain

    Probing Cognition

    Itzhak Fried, Ueli Rutishauser, Moran Cerf, and Gabriel Kreiman

    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.

    ContributorsRalph 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

    • Hardcover $65.00