Decoding The Irrational Consumer
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Decoding The Irrational Consumer
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Author : Darren Bridger
language : en
Publisher: Kogan Page Publishers
Release Date : 2015-08-03
Decoding The Irrational Consumer written by Darren Bridger and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-03 with Business & Economics categories.
Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.
The Neuro Consumer
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Author : Anne-Sophie Bayle-Tourtoulou
language : en
Publisher: Routledge
Release Date : 2020-04-24
The Neuro Consumer written by Anne-Sophie Bayle-Tourtoulou and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-24 with Business & Economics categories.
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.
Neuroscientific Insights And Therapeutic Approaches To Eating Disorders
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Author : Kukreja, Jyoti
language : en
Publisher: IGI Global
Release Date : 2024-07-23
Neuroscientific Insights And Therapeutic Approaches To Eating Disorders written by Kukreja, Jyoti and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-23 with Psychology categories.
In the complex landscape of binge eating disorders, a pervasive and intricate challenge unfolds. Binge eating, characterized by Binge eating disorders, is a difficult challenge that requires a nuanced understanding of the underlying neuroscientific mechanisms for effective prevention and intervention strategies. There is a pressing need to bridge the gap between cutting-edge neuroscientific research and the evolving therapeutic landscape. To address this, our groundbreaking book is tailored for academic scholars in the neuroscientific community. We offer a transformative journey into the heart of binge eating disorders, unraveling the mysteries that govern neural circuits, genetic factors, hormonal imbalances, and more. Neuroscientific Insights and Therapeutic Approaches to Eating Disorders is a beacon for researchers, clinicians, and mental health professionals seeking to deepen their comprehension of eating disorders. It addresses the present-day challenges posed by binge eating and presents a roadmap for future research and clinical applications. This comprehensive resource synthesizes the latest findings in neuroscience with innovative therapeutic approaches, ultimately paving the way for improved outcomes. Episodes of excessive food consumption and loss of control demand a nuanced understanding of the underlying neuroscientific mechanisms for effective prevention and intervention strategies. Our present reality is marked by a pressing need to bridge the gap between cutting-edge neuroscientific research and the evolving therapeutic landscape. The intricate relationship between the brain and eating disorders calls for a comprehensive resource that not only dissects the neurobiological foundations but also illuminates the path toward innovative therapeutic approaches.
Analyzing The Strategic Role Of Neuromarketing And Consumer Neuroscience
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Author : Atli, Dincer
language : en
Publisher: IGI Global
Release Date : 2020-06-19
Analyzing The Strategic Role Of Neuromarketing And Consumer Neuroscience written by Atli, Dincer and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-19 with Business & Economics categories.
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.
Ebook Principles And Practice Of Marketing 9e
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Author : David Jobber
language : en
Publisher: McGraw Hill
Release Date : 2019-08-01
Ebook Principles And Practice Of Marketing 9e written by David Jobber and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-01 with Business & Economics categories.
EBOOK: Principles and Practice of Marketing, 9e
Handbook Of Research On Transmedia Storytelling And Narrative Strategies
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Author : Yılmaz, Recep
language : en
Publisher: IGI Global
Release Date : 2018-07-06
Handbook Of Research On Transmedia Storytelling And Narrative Strategies written by Yılmaz, Recep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-06 with Social Science categories.
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.
Formative Research In Social Marketing
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Author : Krzysztof Kubacki
language : en
Publisher: Springer
Release Date : 2016-10-07
Formative Research In Social Marketing written by Krzysztof Kubacki and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-07 with Business & Economics categories.
This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.
Neuromarketing
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Author : DAVID SANDUA
language : en
Publisher: David Sandua
Release Date : 2024-03-24
Neuromarketing written by DAVID SANDUA and has been published by David Sandua this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-24 with Business & Economics categories.
Discover the transformative power of neuromarketing in revolutionizing how you sell and connect with consumers. This book unveils the secrets behind the science of selling, merging neuroscience with cutting-edge marketing strategies to seduce today's consumer. Embark on a fascinating journey through the human brain to understand how subconscious desires and emotions influence buying decisions. With practical examples, successful case studies, and proven techniques, this book equips you with the necessary tools to capture your audience's attention, create persuasive ads, and design irresistible products. Regardless of your company's size or the product you offer, neuromarketing opens the door to a deep understanding of consumer behavior, allowing you to innovate and excel in the saturated market.
Ebook Principles And Practice Of Marketing
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Author : JOBBER, DAVID/E
language : en
Publisher: McGraw Hill
Release Date : 2016-03-16
Ebook Principles And Practice Of Marketing written by JOBBER, DAVID/E and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-16 with Business & Economics categories.
EBOOK: Principles and Practice of Marketing
Global Brand Management
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Author : Laurence Minsky
language : en
Publisher: Kogan Page Publishers
Release Date : 2019-11-03
Global Brand Management written by Laurence Minsky and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-03 with Business & Economics categories.
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.