Introduction to Neuromarketing & Consumer Neuroscience
Introduction to Neuromarketing & Consumer Neuroscience by Thomas Zoga Ramsy is a short book with interesting insights about marketing strategies, branding, brand names, branding influence, consumer psychology, and neurology. How do we choose what to buy or pay attention to it? Why do we react to brands and prices when making our decisions or just undergoing something new? Traditional methods to these questions have been based on the social and psychological sciences. This book briefly discusses these concepts’ basics in a non-technical manner and gives a more personal perspective about them.
Most people are familiar with neuromarketing and Neuroscience, the marketing practice of neurology that involves using neuroscientists’ data to understand human behavior better. Neuromarketing and Neuroscience use this information to promote products and services that enhance the brain’s pathways and help it achieve a state of high efficiency. Neuromarketing and Neuroscience involve the use of information science to inform decisions about both physical and emotional user experiences. This book’s topics deal more with the neurological processes and how they are related to the consumers. The book also provides a more personal view of what neurology means to us as individuals.
This is an interesting book that gives a somewhat scientific viewpoint about Neuroscience marketing and consumer behavior. It may be used as a guidebook for marketing professionals and therapists as they continue to educate themselves about neuromarketing and its practical applications. For the consumer, this book can serve as a useful source of understanding why certain brands are more popular than others and which ones seem to have a better effect on their users. For the marketing professional, this book provides insight into some challenging situations involving neuromarketing and Neuroscience its effect on decision making.
Neuromarketing is the study of neuromarketing and consumer behavior. Thomas Zoga addresses the challenges of these with his engaging style and scientific approach. With well-organized chapters, this book provides easy-to-understand explanations of topics like; Neuroeconomics, Neuromarketing principles and their application, and how neuromarketing can benefit consumers. The book contains numerous case studies to illustrate various points made. The case studies illustrate both how consumers in various economic situations make choices and how brands affect consumers. The references provide further examples and explain the concepts used.
The chapters cover topics such as Neuroeconomics, Neuromarketing Principles, Their Application, Market Design, Brand Design, Marketing Messages, Sales Techniques, Pricing, Marketing Materials, Customer Knowledge, Customer Response, and Promotion. All these topics are presented clearly and concisely to help make understanding easier. There are also helpful side notes and a detailed index. This is an easy-to-read book that explains the basics in an easy-to-understand manner.
Part two of the book is about the applications of neuroeconomics and neuromarketing. The chapters include Applications of Neuromarketing and Consumer Neuroscience. These two topics make great topics for neuroeconomics because it is easy to apply concepts and test effects. Also, the concepts are tested in real settings to make sure they make sense.
The last two chapters cover Marketing Techniques and Business Models. The first chapter provides a short overview of marketing practices, followed by a look at some common marketing techniques used by firms. They include using television, radio, print, and the Internet to advertise products or services. They then go on to describe how each of the marketing techniques functions. One of the techniques is then discussed briefly, and then a marketing strategy is described that uses that technique to get the most benefit.
The book is not only informative but also fun to read. It is written in a casual tone that makes you want to read more. It doesn’t use technical terms or jargon, so it’s easy to understand.