Neuromarketing For Dummies

ISBN-13: 9781118518588 / Angielski / Miękka / 2013 / 408 str.

Stephen Genco

Opis

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.

Spis treści

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

O autorze

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.

Blurb

Learn to:

• Apply brain science to marketing and advertising research
• Recognize how consumers really think and make decisions
• Conduct neuromarketing studies that won′t break your budget

Expert advice to help you apply neuromarketing techniques and drive business results!

Neuromarketing is a cross–disciplinary field in which researchers study consumers′ brain responses to brands, products, advertising, shopping, entertainment, and more. Building on the latest insights from brain science, it helps researchers find new answers to the age–old question: Why do consumers buy? Neuromarketing For Dummies covers this fascinating and expanding field in detail, and shows you how to use neuromarketing to your advantage. Neuromarketing For Dummies demystifies the topic and offers practical ways to incorporate neuromarketing into your research and marketing plans.

• Start with Neuromarketing 101 learn the fundamentals of neuromarketing and find out why it matters
• Unlock the consumer mind explore the nonconscious processes that underlie consumer behavior, the role of emotion in consumer response, and why consumers buy what they buy
• Check out neuromarketing in action find out where neuromarketing fits in with brands, product packaging and design, advertising, in–store and online shopping, and entertainment
• Learn how to measure consumer responses delve into the many ways you can measure what your consumers are thinking
• Explore practical concerns understand the operational, legal, and ethical issues in neuromarketing

Open the book and find:

• The science behind neuromarketing
• How emotions are connected to consumer purchasing behavior
• The benefits and dangers of neuromarketing
• What motivates consumers
• Why traditional market research isn′t always effective
• A look at the inexpensive ways you can learn from your customers
• How to pick the right neuromarketing partner
• Ten mistaken beliefs about neuromarketing