Neuromarketing For DummiesLearn 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:
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. |
Contents
What Neuromarketing Is and Isnt | |
Creating Products and Packages ThatPlease Consumers | |
What We Know Now That We Didnt Know Then | |
Putting Neuromarketing to Work | |
The Central Role of Emotions in Consumer Responses | |
Why Neuromarketing Matters | |
The Intuitive Consumer Nonconscious Processes Underlying | |
Two Views of How Advertising Works | |
Learning without listening Using Neuromarketing to Test Advertising | |
Getting shoppers where they need to | |
Entertainment Effectiveness | |
Measuring Consumer Response with Neuromarketing | |
Neuromarketing Measures Listening to Signals from the Body | |
Listening to blood flow in the brain | |
Neuromarketing ona Budget Inexpensive Ways to Learn from | |
New Understandings of Consumer Goals and Motivation | |
Consumer Motivation Goal Seeking andGoal Attainment | |
Theway were wired | |
How New Products Get Noticed | |
Leveraging emotional connections Neurodesign of Everyday Things | |
Design tips fromthelab Beauty is in thewalletof the beholder NeuromarketingandNew ProductInnovation Why 80 percent of new products fail | |
Leveraging Online Services to Tap Into the Wisdom of Crowds | |
Picking the RightApproach forYour Research Needs | |
Living with Neuromarketing Practicaland Ethical | |
Understanding Validity and Reliability | |
Connecting Brain Measuresto States of Mind | |
Other editions - View all
Neuromarketing For Dummies Stephen J. Genco,Andrew P. Pohlmann,Peter Steidl No preview available - 2013 |
Neuromarketing For Dummies Stephen J. Genco,Andrew P. Pohlmann,Peter Steidl No preview available - 2013 |