| Description |
1 online resource (333 p.) |
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgments -- Introduction -- PART I: THE ADVENT OF THE NEURO-CONSUMER -- Introduction -- 1. From philosophical theory to neuroscience -- 2. Consumer behavior studied by marketing research -- 3. Limits of marketing studies and the advent of the "neuro-consumer" -- 4. The brain: underestimated by science for centuries -- 5. Neuromarketing and the neuro-consumer: two 21st-century inventions -- 6. Neuroscientific techniques used to understand the neuro-consumer's behavior -- Points to remember |
|
PART II UNDERSTANDING THE NEURO-CONSUMER'S BRAIN -- Introduction -- 7. The neuro-consumer's brain: a complex organ -- 8. Is the brain free or programmed? -- 9. How age and gender condition the brain -- 10. How memory conditions the brain -- 11. The influence of emotions and desires -- Points to remember -- PART III: THE NEURO-CONSUMER'S BRAIN INFLUENCED BY THE SENSES -- Introduction -- 12. The neuro-consumer and the sense of sight -- 13. The neuro-consumer and the sense of hearing -- 14. The neuro-consumer and the sense of smell -- 15. The neuro-consumer and the sense of touch |
|
16. The neuro-consumer and the sense of taste -- Points to remember -- PART IV: THE NEURO-CONSUMER'S BRAIN INFLUENCED BY INNOVATION -- Introduction -- 17. The influence of innovation, design and packaging -- 18. The influence of the price of products and services -- 19. The influence of experiential and sensory marketing -- 20. The salesman faced with the neuro-consumer -- Points to remember -- PART V: THE NEURO-CONSUMER'S BRAIN INFLUENCED BY COMMUNICATION -- Introduction -- 21. Advertising language -- 22. Subliminal influences of communication on the brain and the nudge concept |
|
23. The subliminal influence of brands -- Points to remember -- PART VI: THE NEURO-CONSUMER'S BRAIN INFLUENCED BY THE DIGITAL REVOLUTION -- Introduction -- 24. When the digital revolution changes the brain's perception -- 25. The brain and the emergence of social networks -- Points to remember -- Conclusion: a vision of the future -- Selected bibliography -- Index |
| Notes |
Description based upon print version of record |
| Subject |
Neuromarketing.
|
|
Consumers' preferences.
|
|
Decision making.
|
|
Brand choice.
|
|
decision making.
|
|
Brand choice
|
|
Consumers' preferences
|
|
Decision making
|
|
Neuromarketing
|
| Form |
Electronic book
|
| Author |
Badoc, Michel
|
| ISBN |
9781000055481 |
|
1000055485 |
|
