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Unconscious branding : how neuroscience can empower (and inspire) marketing

Author: Douglas Van Praet
Publisher: Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2014. ©2012
Edition/Format:   Print book : English : First Palgrave Macmillan paperback editionView all editions and formats
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If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? Unconscious Branding takes the most brilliant and  Read more...

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Document Type: Book
All Authors / Contributors: Douglas Van Praet
ISBN: 9781137278920 1137278927
OCLC Number: 868378932
Notes: Originally published: 2012.
Description: xiv, 274 pages ; 24 cm
Contents: 1. Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR 2. The Myth of Marketing 3. Humans not Consumers 4. The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE 5. Step One: Interrupt the Pattern 6. Step Two: Create Comfort 7. Step Three: Lead the Imagination 8. Step Four: Shift the Feeling 9. Step Five: Satisfy the Critical Mind 10. Step Six: Change the Associations 11. Step Seven: Take Action Sources Acknowledgements Index
Responsibility: Douglas Van Praet.

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"A provocative approach that should give pause to consumers as well as marketers." - Kirkus Reviews "Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen Read more...

 
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