Author : Alexej Garcia Rodriguez
Publisher :
Page : 80 pages
File Size : 12,95 MB
Release : 2012
Category :
ISBN :
Author : Anne-Sophie Bayle-Tourtoulou
Publisher : Routledge
Page : 322 pages
File Size : 38,74 MB
Release : 2020-04-24
Category : Business & Economics
ISBN : 1000055485
Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.
Author : Tjaco Walvis
Publisher : Pearson UK
Page : 215 pages
File Size : 11,92 MB
Release : 2012-10-12
Category : Business & Economics
ISBN : 0273746847
What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google’s algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain’s algorithm to make sure their brand is at the top of their customers’ minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers’ brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain – which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors’ brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind – and this book proves it!
Author : Atli, Dincer
Publisher : IGI Global
Page : 304 pages
File Size : 11,6 MB
Release : 2020-06-19
Category : Business & Economics
ISBN : 1799831280
Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.
Author : Moran Cerf
Publisher : MIT Press
Page : 362 pages
File Size : 42,53 MB
Release : 2017-11-16
Category : Business & Economics
ISBN : 0262341611
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. Contributors Fabio 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
Author : Brian Scott Gordon
Publisher :
Page : 222 pages
File Size : 32,15 MB
Release : 2010
Category :
ISBN :
ABSTRACT: The results of the current study represent one of the initial steps in operationalizing Keller's (2003) consumer-based brand equity model. Managers can utilize the consumer-based brand equity model as a "measuring stick" to track the progress of their brand-building efforts. It illustrates the importance of not only brand associations but also accounting for consumers' cognitive evaluations and affective responses to the thoughts they hold on behalf of the brand. Ultimately, these two attitudinal constructs play an important role in influencing consumers' behavioral intentions toward a brand. Future research needs to test the consumer-based brand equity model with different brands in different settings to further advance our knowledge of how brands resonate with consumers.
Author : Sven Braeutigam
Publisher : Oxford University Press
Page : 289 pages
File Size : 35,10 MB
Release : 2022
Category : Business & Economics
ISBN : 0198789939
"This book provides an integrative guide to the modern, highly interdisciplinary, and complex field of consumer neuroscience. The aim is to provide a robust overview of the many theoretical and experimental domains involved, thereby balancing depth and breadth of presentation. The material is loosely structured in three, not explicitly delineated parts. The first three chapters discuss the scope of consumer neuroscience, relevant psychological phenomena, and the human brain. The following three chapters cover the relevant mathematics, scanner technologies, and data analyses. The next five chapters discuss concepts and applications of consumer neuroscience, some of which are rather well established, and some reflect cutting-edge research. Specifically, issues of individual, social, and commercial consumer neuroscience are addressed in addition to aspects related to gender differences, abnormal consumer behaviour, ageing, and organizational behaviour. The final two chapters discuss research ethics and future directions, respectively"--
Author : M. Fetscherin
Publisher : Springer
Page : 475 pages
File Size : 43,48 MB
Release : 2015-05-07
Category : Business & Economics
ISBN : 1137427124
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
Author : Y?lmaz, Recep
Publisher : IGI Global
Page : 633 pages
File Size : 38,1 MB
Release : 2018-07-06
Category : Social Science
ISBN : 1522553584
Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.
Author : Kim Domingo Reyes
Publisher : Zee Publishing
Page : 108 pages
File Size : 12,88 MB
Release : 2024-05-23
Category : Business & Economics
ISBN :
Unlock the Secrets of the Consumer Mind and Revolutionize Your Marketing Strategies In the ever-evolving landscape of modern marketing, where capturing consumer attention and driving action is paramount, a groundbreaking field has emerged that promises to reshape the way businesses understand and influence consumer behavior. This field, known as neuromarketing, delves into the intricate workings of the human brain to uncover the hidden motivations and desires that drive our purchasing decisions. In "The Rise of Neuromarketing: Revolutionizing Consumer Behavior Understanding," renowned author Kim Domingo Reyes takes you on a captivating journey into the fascinating world of neuromarketing, revealing the cutting-edge research and practical techniques that are transforming the way businesses connect with their customers. Within these pages, you will discover: The neuroscience behind consumer behavior: Explore the intricate workings of the human brain and how it processes marketing stimuli, emotions, and decision-making. The six key stimuli that activate the "old brain": Learn how to tap into the primal instincts and desires that drive consumer choices, and use this knowledge to create more effective marketing messages and experiences. Cutting-edge neuromarketing methods and technologies: Discover the latest tools and techniques, such as fMRI, EEG, and eye-tracking, that are revolutionizing the way businesses understand and measure consumer responses. The four-step persuasion process: Master a proven framework for crafting persuasive marketing messages that resonate with consumers on a deep, emotional level. Practical applications of neuromarketing: Learn how to apply neuromarketing principles to real-world marketing challenges, from advertising and branding to product design, pricing, and customer experience. Don't miss out on this opportunity to gain a competitive edge in the ever-evolving world of marketing. Order your copy of "The Rise of Neuromarketing" today and unlock the secrets of the consumer mind!
