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Neuromarketing for dummies

Author: Stephen J Genco; Andrew P Pohlmann; Peter Steidl
Publisher: Mississauga, Ont. : John Wiley & Sons Canada Ltd., ©2013.
Series: --For dummies.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Genco, Stephen.
Neuromarketing for Dummies.
Wiley & Sons Canada, Limited, John 2013
(OCoLC)846745067
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Stephen J Genco; Andrew P Pohlmann; Peter Steidl
ISBN: 9781118518991 1118518993 9781118518977 1118518977 9781118519004 1118519000
OCLC Number: 854910012
Description: 1 online resource
Contents: At a Glance; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part I: The Brave New World of Neuromarketing; Chapter 1: What Neuromarketing Is and Isn't; Defining Neuromarketing; Understanding the New Scientific Foundations of Neuromarketing; Exploring Where Marketers Are Using Neuromarketing Today; Explaining How Neuromarketing Measures Consumer Responses; Succeeding with Neuromarketing Studies; Chapter 2: What We Know Now That We Didn't Know Then; How We Used to Think about Consumers. How People Really See and Interpret the WorldReplacing the Rational Consumer Model with the Intuitive Consumer Model; Chapter 3: Putting Neuromarketing to Work; Building Better Brands with Neuromarketing; Designing Better Products and Packages with Neuromarketing; Creating Effective Ads with Neuromarketing; Understanding the Mind of the Shopper with Neuromarketing; Appealing to Brains Online with Neuromarketing; Producing Compelling Entertainment with Neuromarketing; Chapter 4: Why Neuromarketing Matters; Potential Dangers of Neuromarketing; Potential Benefits of Neuromarketing. Learning to Live with Neuromarketing: The New RealitiesPart II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer; Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior; The Intuitive Consumer Is a Cognitive Miser; The Nonconscious Mind Anchors Us in the Moment; So, What Is Consciousness Good for, Anyway?; The Three Master Variables of Neuromarketing Research; Chapter 6: The Central Role of Emotions in Consumer Responses; Understanding Nonconscious Emotional "Markers"; Emotions and Attention; Emotions and Memory. Chapter 7: New Understandings of Consumer Goals and MotivationLooking at How Goals Drive Us; Having Goals We're Not Aware Of; Consumer Motivation, Goal Seeking, and Goal Attainment; Chapter 8: Why We Buy the Things We Buy; How People Make Decisions; Why Consumer Decisions Aren't Rational; The Limits of Persuasive Messaging in Consumer Decision Making; Part III: Neuromarketing in Action; Chapter 9: Brands on the Brain; Brands Are About Connections; How Brands Impact Our Brains; Why Leading Brands Are So Hard to Displace; Using Neuromarketing to Test Brands. Chapter 10: Creating Products and Packages That Please Consumers' BrainsHow New Products Get Noticed; Neurodesign of Everyday Things; Neuromarketing and New Product Innovation; Using Neuromarketing to Test Product and Package Designs; Chapter 11: Advertising Effectiveness; Two Views of How Advertising Works; Driving the Direct Route to Advertising Effectiveness; Taking the Indirect Route to Advertising Effectiveness; Using Neuromarketing to Test Advertising; Chapter 12: The Shopping Brain and In-Store Marketing; Understanding the Mind of the Shopper; Making Stores More Brain-Friendly.
Series Title: --For dummies.
Responsibility: by Stephen J. Genco, Andrew P. Pohlmann and Peter Steidl.

Abstract:

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.  Read more...

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<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1784555913#Series\/for_dummies<\/a>> # --For dummies.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:PublicationSeries<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/www.worldcat.org\/oclc\/854910012<\/a>> ; # Neuromarketing for dummies<\/span>\n\u00A0\u00A0\u00A0\nschema:name<\/a> \"--For dummies.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"For dummies<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
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<http:\/\/www.worldcat.org\/oclc\/846745067<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nrdfs:label<\/a> \"Neuromarketing for Dummies.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"Print version:<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isSimilarTo<\/a> <http:\/\/www.worldcat.org\/oclc\/854910012<\/a>> ; # Neuromarketing for dummies<\/span>\n\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/854910012<\/a>>\u00A0\u00A0\u00A0\u00A0a \ngenont:InformationResource<\/a>, genont:ContentTypeGenericResource<\/a> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/www.worldcat.org\/oclc\/854910012<\/a>> ; # Neuromarketing for dummies<\/span>\n\u00A0\u00A0\u00A0\nschema:dateModified<\/a> \"2019-12-05<\/span>\" ;\u00A0\u00A0\u00A0\nvoid:inDataset<\/a> <http:\/\/purl.oclc.org\/dataset\/WorldCat<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/854910012#PublicationEvent\/mississauga_ont_john_wiley_&_sons_canada_ltd_2013<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:PublicationEvent<\/a> ;\u00A0\u00A0\u00A0\nschema:location<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1784555913#Place\/mississauga_ont<\/a>> ; # Mississauga, Ont.<\/span>\n\u00A0\u00A0\u00A0\nschema:organizer<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1784555913#Agent\/john_wiley_&_sons_canada_ltd<\/a>> ; # John Wiley & Sons Canada Ltd.<\/span>\n\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Content-negotiable representations<\/p>\n