Combines new methods of market research with a science-based understanding of the modern consumer. Explores the neural underpinnings of buyer behavior. Shows how marketers can apply biometrics in the consumer setting.
This guide provides critical help to anyone interested in neuromarketing research. It covers basic neuroscience principles as well as a clear and simple description of the pros and cons of each research method currently used to collect neurophysiological data to assess the effectiveness of marketing stimuli. Unlike a traditional textbook, this guide is written by a foremost researcher in neuromarketing and media psychology.
GOODBYE, THE TRADITIONAL MARKETING! HELLO, NEUROMARKETING! How many times have you been to the mall and you bought a product that you had no intention to buy in the first place? How many times have you bought the same product because you find a specific brand to be great? Do you know why Mini Cooper was more desirable than Ferrari in 2002? None of these is a coincidence. Big brands such as Google, Disney, Facebook, Apple and similar have been using neuromarketing techniques for years.
The word brain tends to be used when people talk about anatomical structures or circuitry in the brain. The term mind tends to be used to refer to the subjective cognitive states a brain creates. For example, the prefrontal cortex is an anatomical part of the brain, but attention is a cognitive "state of mind" produced by activity in the brain. Generally, we use these terms interchangeably. We consider "nonconscious processes in the brain" to be equivalent to "the nonconscious mind."
Marketing is psychology, in practice. That's all it is. This book will introduce you to fascinating research in the areas of social psychology and consumer behavior. But more importantly, this book will show you exactly how you can apply these research findings to acquire more customers for your business. Focused specifically on digital marketing strategies, Digital Neuromarketing is packed full of examples and screenshots from some of the world's most successful online companies.
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 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
Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.
Introduction to Neuromarketing & Consumer Neuroscience Thomas Zoëga Ramsøy (Author) Description How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory.