The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain

ISBN-13: 9780367895907 / Angielski / Twarda / 2020 / 322 str.

Anne-Sophie Bayle-Tourtoulou; Michel Badoc

Opis

This book explains the subconscious behaviour of the neuro-consumer and shows how companies are using these findings to cast light on their own consumers’ behaviour. It is an essential companion to marketers and brand strategists interested in neuroscience, and vital reading for any advanced student or researcher in this area.

Spis treści

Acknowledgements, Introduction, Part I The Advent of the Neuro-Consumer, Introduction, Chapter 1 From Philosophical Theory to Neuroscience, Chapter 2 Consumer Behaviour Studied by Marketing Research, Chapter 3 Limits of Marketing Studies and the Advent of the "Neuro-Consumer", Chapter 4 The Brain, Underestimated by Science for Centuries, Chapter 5 Neuromarketing and the Neuro-Consumer, Two 21^st Century Inventions, Chapter 6 Neuroscientific Techniques Used to Understand the Neuro-Consumer’s Behaviour, Points to Remember, Part II Understanding the Neuro-Consumer’s Brain, Introduction, Chapter 7 The Neuro-Consumer’s Brain: A Complex Organ, Chapter 8 Is the Brain Free or Programmed? Chapter 9 How Age and Gender Condition the Brain, Chapter 10 How Memory Conditions the Brain, Chapter 11 The Influence of Emotions and Desires, Points to Remember, Part III The Neuro-Consumer’s Brain Influences by the Senses, Introduction, Chapter 12 The Neuro-Consumer and the Sense of Sight, Chapter 13 The Neuro-Consumer and the Sense of Hearing, Chapter 14 The Neuro-Consumer and the Sense of Smell, Chapter 15 The Neuro-Consumer and the Sense of Touch, Chapter 16 The Neuro-Consumer and the Sense of Taste, Points to Remember, Part IV The Neuro-Consumer’s Brain Influenced by Innovation, Introduction, Chapter 17 The Influence of Innovation, Design and Packaging, Chapter 18 The Influence of the Price of Products and Services, Chapter 19 The Influence of Experiential and Sensory Marketing, Chapter 20 The Salesman Faced with the Neuro-Consumer, Points to Remember, Part V The Neuro-Consumer’s Brain Influenced by Communication, Introduction, Chapter 21 Advertising Language, Chapter 22 Subliminal Influences of Communication on the Brain and the Nudge of Concept, Chapter 23 Brand’s Subliminal Influence, Points to Remember, Part VI The Neuro-Consumer’s Brain Influences by the Digital Revolution, Introduction, Chapter 24 When the Digital Revolution Changes the Brain’s Perception, Chapter 25 The Brain and the Emergence of the Social Networks, Points to Remember, Conclusion, A Vision of the Future, Selected Bibliography, Index