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. Topics
include:
* How neuromarketing works
* Insights from the latest neuromarketing research
* How to apply neuromarketing strategies to any level of
advertising or marketing, on any budget
* Practical techniques to help your customers develop bonds with
your products and services
* The ethics of neuromarketing
Neuromarketing for Dummies demystifies the topic for
business owners, students, and marketers and offers practical ways
it can be incorporated into your existing marketing plans.
Daftar Isi
Introduction 1
Part I: The Brave New World of Neuromarketing 5
Chapter 1: What Neuromarketing Is and Isn’t 7
Chapter 2: What We Know Now That We Didn’t Know Then 21
Chapter 3: Putting Neuromarketing to Work 37
Chapter 4: Why Neuromarketing Matters 59
Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer 71
Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior 73
Chapter 6: The Central Role of Emotions in Consumer Responses 93
Chapter 7: New Understandings of Consumer Goals and Motivation 105
Chapter 8: Why We Buy the Things We Buy 119
Part III: Neuromarketing in Action 137
Chapter 9: Brands on the Brain 139
Chapter 10: Creating Products and Packages That Please Consumers’ Brains 157
Chapter 11: Advertising Effectiveness 175
Chapter 12: The Shopping Brain and In-Store Marketing 191
Chapter 13: When Consumers’ Brains Go Online 203
Chapter 14: Entertainment Effectiveness 219
Part IV: Measuring Consumer Response with Neuromarketing 235
Chapter 15: Traditional Approaches: Why Not Just Ask People? 237
Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain 249
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers 269
Chapter 18: Picking the Right Approach for Your Research Needs 285
Part V: Living with Neuromarketing: Practical and Ethical Considerations 297
Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures 299
Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies 317
Chapter 21: Picking the Right Neuromarketing Partner 327
Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications 343
Part VI: The Part of Tens 359
Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing 371
Index 379
Tentang Penulis
Stephen J. Genco, Ph D, is a founder of the modern neuromarketing revolution. Andrew P. Pohlmann led the development of the world’s first global neuromarketing consultancy. Peter Steidl, MBA, Ph D, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations.
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