| Description |
1 online resource |
| Series |
For dummies |
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--For dummies.
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| Contents |
At a Glance; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part I: The Brave New World of Neuromarketing; Chapter 1: What Neuromarketing Is and Isn't; Defining Neuromarketing; Understanding the New Scientific Foundations of Neuromarketing; Exploring Where Marketers Are Using Neuromarketing Today; Explaining How Neuromarketing Measures Consumer Responses; Succeeding with Neuromarketing Studies; Chapter 2: What We Know Now That We Didn't Know Then; How We Used to Think about Consumers |
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How People Really See and Interpret the WorldReplacing the Rational Consumer Model with the Intuitive Consumer Model; Chapter 3: Putting Neuromarketing to Work; Building Better Brands with Neuromarketing; Designing Better Products and Packages with Neuromarketing; Creating Effective Ads with Neuromarketing; Understanding the Mind of the Shopper with Neuromarketing; Appealing to Brains Online with Neuromarketing; Producing Compelling Entertainment with Neuromarketing; Chapter 4: Why Neuromarketing Matters; Potential Dangers of Neuromarketing; Potential Benefits of Neuromarketing |
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Learning to Live with Neuromarketing: The New RealitiesPart II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer; Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior; The Intuitive Consumer Is a Cognitive Miser; The Nonconscious Mind Anchors Us in the Moment; So, What Is Consciousness Good for, Anyway?; The Three Master Variables of Neuromarketing Research; Chapter 6: The Central Role of Emotions in Consumer Responses; Understanding Nonconscious Emotional "Markers"; Emotions and Attention; Emotions and Memory |
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Chapter 7: New Understandings of Consumer Goals and MotivationLooking at How Goals Drive Us; Having Goals We're Not Aware Of; Consumer Motivation, Goal Seeking, and Goal Attainment; Chapter 8: Why We Buy the Things We Buy; How People Make Decisions; Why Consumer Decisions Aren't Rational; The Limits of Persuasive Messaging in Consumer Decision Making; Part III: Neuromarketing in Action; Chapter 9: Brands on the Brain; Brands Are About Connections; How Brands Impact Our Brains; Why Leading Brands Are So Hard to Displace; Using Neuromarketing to Test Brands |
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Chapter 10: Creating Products and Packages That Please Consumers' BrainsHow New Products Get Noticed; Neurodesign of Everyday Things; Neuromarketing and New Product Innovation; Using Neuromarketing to Test Product and Package Designs; Chapter 11: Advertising Effectiveness; Two Views of How Advertising Works; Driving the Direct Route to Advertising Effectiveness; Taking the Indirect Route to Advertising Effectiveness; Using Neuromarketing to Test Advertising; Chapter 12: The Shopping Brain and In-Store Marketing; Understanding the Mind of the Shopper; Making Stores More Brain-Friendly |
| Summary |
Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Neuromarketing.
|
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Marketing -- Psychological aspects
|
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Consumer behavior.
|
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BUSINESS & ECONOMICS -- Consumer Behavior.
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Consumer behavior
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Marketing -- Psychological aspects
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Neuromarketing
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Neuromarketing
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| Form |
Electronic book
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| Author |
Pohlmann, Andrew P.
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|
Steidl, Peter
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| ISBN |
9781118518991 |
|
1118518993 |
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9781118518977 |
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1118518977 |
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9781118519004 |
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1118519000 |
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