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Neuromarketing for dummies /
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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Mississauga, Ont. :
John Wiley & Sons Canada Ltd.,
Ã2013.
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| Colección: | --For dummies.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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.
- 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.
- 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.
- 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.
- 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.