Neuromarketing

Author: Leon Zurawicki
Publisher: Springer Science & Business Media
ISBN: 9783540778295
Format: PDF, Mobi
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Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Neuromarketing

Author: Leon Zurawicki
Publisher: Springer
ISBN: 9783662501870
Format: PDF, Kindle
Download Now
Understanding the mind of the consumer is daunting for marketers. As science probes the interplay of reason and emotion in decision-making, this book offers analytical perspective on the brain, using biometric studies to blaze new frontiers in market research.

Neuromarketing

Author: Leon Zurawicki
Publisher: Springer
ISBN: 9783540870432
Format: PDF, Docs
Download Now
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Methods in Social Neuroscience

Author: Eddie Harmon-Jones
Publisher: Guilford Press
ISBN: 1462506275
Format: PDF, ePub, Docs
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Straightforward and practical, this is the first book to provide detailed guidance for using neurobiological methods in the study of human social behavior, personality, and affect. Each chapter clearly introduces the method at hand, provides examples of the method's applications, discusses its strengths and limitations, and reviews concrete experimental design considerations. Written by acknowledged experts, chapters cover neuroimaging techniques, genetic measurement, hormonal methods, lesion studies, startle eyeblink responses, facial electromyography, autonomic nervous system responses, and modeling based on neural networks.

Neuromarketing For Dummies

Author: Stephen J. Genco
Publisher: John Wiley & Sons
ISBN: 1118518977
Format: PDF, ePub, Docs
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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 on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

The Branded Mind

Author: Erik Du Plessis
Publisher: Kogan Page Publishers
ISBN: 0749462981
Format: PDF, Docs
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The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.

Decoding the New Consumer Mind

Author: Kit Yarrow
Publisher: John Wiley & Sons
ISBN: 1118647688
Format: PDF, Kindle
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Most businesspeople are well aware that marketing has changed dramatically in recent years. For many, this shift is mainly about different ways to market--through social media, online engagement, and so on. But beyond the new tools available to businesses today, there have also been sweeping changes to how consumers behave in the retail environment, and what underlies our decisions as consumers. How can marketers understand--and profit from--these shifts in how we buy? DECODING THE CONSUMER MIND provides retail marketers with an action plan based on new psychological insights about how, when and why today's radically different consumer shops and buys. A trifecta of socio-cultural trends has forever altered the psyche of the American consumer--and understanding these 3 significant shifts is critical for any marketer to understand. Based on her extensive research, consumer expert Kit Yarrow classifies the changes as follow: ANXIETY: Diagnosed anxiety disorders have increased 1,200% since 1980. A 1994 survey of randomly selected households found 15% of American had experienced elevated anxiety the previous year. In 2009 that number rose to 49.5%. This has numerous implications for how consumers buy, explaining our love of the ratings and reviews of other shoppers; the mental relief and distraction of online shopping, and why people are more responsive to brands that demonstrate emotional benefits than those who tout product characteristics. "THE NEW INDIVIDUALISM": A more "me"-oriented society increasingly uses brands, retailers, and shopping strategies as a way to connect with others. Awash with choices and unfettered by the social rules that provided guard rails in previous decades, today's consumers are more individualistic and more likely to use what they buy and how they shop as a way to communicate and bond with others. This trend explains why "Pick Your Favorite" campaigns on Facebook have an astonishing 27% response rate, why Etsy is so successful, and much more. REWIRED BRAINS: Because of our rampant technology use, we literally think differently now, a shift that has broad implications for retail. As a society that "views" more than it reads, we want everything faster, get bored more easily and gravitate more toward the quick takeaways of symbolic communication. For example, on eBay, merchandise displayed on red backgrounds receives higher bids than similar merchandise shown on blue backgrounds; and trends have given way to "trending." Grounded in Yarrow's award-winning research on consumer psychology, DECODING THE CONSUMER MIND provides rich examples of these shifts in action in the marketing strategies and consumer behavior seen by major firms and brands, many of whom are Yarrow's clients, including: Kleenex, Desigual, Kraft Foods, eBay, Hershey's, and many more. For any marketer hoping to profit from the transformed consumer brain, DECODING THE CONSUMER MIND is essential reading.

Neuromarketing

Author: Patrick Renvoisé
Publisher: Harper Collins
ISBN: 0974348228
Format: PDF, Mobi
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The first book to unveil a powerful combination of new discoveries on the brain and techniques to create compeling messages.

The Buying Brain

Author: A. K. Pradeep
Publisher: John Wiley & Sons
ISBN: 9780470646847
Format: PDF
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If You Understand Brain Basics, You'll Sell More As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains. The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to • Brain-friendly product concepts, design, prototypes, and formulation • Highly effective packaging, pricing, advertising, and in-store marketing • Building stronger brands that attract deeper consumer loyalty A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.