Neuromarketing for Dummies

Informationen zum Autor Stephen J. Genco, PhD, is a founder of the modern neuromarketing revolution. Andrew P. Pohlmann led the development of the world's first global neuromarketing consultancy. Peter Steidl, MBA, PhD, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations. Klappentext Learn how to use neuromarketing and understand the science behind itNeuromarketing 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 neuromarketingNeuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans. Zusammenfassung 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. Inhaltsverzeichnis Introduction 1 Part I: The Brave New World of Neuromarketing 5 Chapter 1: What Neuromarketing Is and Isn't 7 Chapter 2: What We Know Now That We Didn't Know Then 21 Chapter 3: Putting Neuromarketing to Work 37 Chapter 4: Why Neuromarketing Matters 59 Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer 71 Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior 73 Chapter 6: The Central Role of Emotions in Consumer Responses 93 Chapter 7: New Understandings of Consumer Goals and Motivation 105 Chapter 8: Why We Buy the Things We Buy 119 Part III: Neuromarketing in Action 137 Chapter 9: Brands on the Brain 139 Chapter 10: Creating Products and Packages That Please Consumers' Brains 157 Chapter 11: Advertising Effectiveness 175 Chapter 12: The Shopping Brain and In-Store Marketing 191 Chapter 13: When Consumers' Brains Go Online 203 Chapter 14: Entertainment Effectiveness 219 Part IV: Measuring Consumer Response with Neuromarketing 235 Chapter 15: Traditional Approaches: Why Not Just Ask People? 237 Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain 249 Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers 269 Chapter 18: Picking the Right Approach for Your Research Needs 285 Part V: Living with Neuromarketing: Practical and Ethical Considerations 297 Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures 299 Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies 317 Chapter 21: Picking the Right Neuromarketing Partner 327 Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications 343 Part VI: The Part of Tens 359 Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361 Chapter 24: Ten Scientific Pillars Underlying Neuromarketing 371 Index 379 ...

List of contents

Introduction 1
 
Part I: The Brave New World of Neuromarketing 5
 
Chapter 1: What Neuromarketing Is and Isn't 7
 
Chapter 2: What We Know Now That We Didn't Know Then 21
 
Chapter 3: Putting Neuromarketing to Work 37
 
Chapter 4: Why Neuromarketing Matters 59
 
Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer 71
 
Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior 73
 
Chapter 6: The Central Role of Emotions in Consumer Responses 93
 
Chapter 7: New Understandings of Consumer Goals and Motivation 105
 
Chapter 8: Why We Buy the Things We Buy 119
 
Part III: Neuromarketing in Action 137
 
Chapter 9: Brands on the Brain 139
 
Chapter 10: Creating Products and Packages That Please Consumers' Brains 157
 
Chapter 11: Advertising Effectiveness 175
 
Chapter 12: The Shopping Brain and In-Store Marketing 191
 
Chapter 13: When Consumers' Brains Go Online 203
 
Chapter 14: Entertainment Effectiveness 219
 
Part IV: Measuring Consumer Response with Neuromarketing 235
 
Chapter 15: Traditional Approaches: Why Not Just Ask People? 237
 
Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain 249
 
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers 269
 
Chapter 18: Picking the Right Approach for Your Research Needs 285
 
Part V: Living with Neuromarketing: Practical and Ethical Considerations 297
 
Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures 299
 
Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies 317
 
Chapter 21: Picking the Right Neuromarketing Partner 327
 
Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications 343
 
Part VI: The Part of Tens 359
 
Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361
 
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing 371
 
Index 379

Product details

• Authors: Genco, Stephen Genco, Stephen J. Genco, Stephen J. Pohlmann Genco, Stephen Pohlmann Genco, Genco Stephen J., Pohlmann, Andrew Pohlmann, Andrew P. Pohlmann, Pohlmann Andrew P., Steidl, Peter Steidl, Steidl Peter
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 26.11.2013
• EAN: 9781118518588
• ISBN: 978-1-118-51858-8
• No. of pages: 416
• Series: For Dummies
• Subjects: Social sciences, law, business > Business > Management; strategisches marketing, Business & management, Wirtschaft u. Management, Strategic Marketing