Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuromarketing Research
1. Auflage 2015
ISBN: 978-0-7494-7384-6
Verlag: Kogan Page

Buch, Englisch, 224 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 351 g

Reihe: Marketing Science

Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli.

Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.

Autoren/Hrsg.

Bridger, Darren

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Neurowissenschaften, Kognitionswissenschaft
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Section - One: Theoretical insights; Chapter - 01: The irrational consumer: introduction; Chapter - 02: The brain: attention, memory and emotion; Chapter - 03: Neuroaesthetics; Chapter - 04: Behavioural economics; Section - Two: The new research tools; Chapter - 05: Guidelines for experiments; Chapter - 06: Eye-tracking; Chapter - 07: Implicit response measures; Chapter - 08: Facial action coding; Chapter - 09: Biometrics; Chapter - 10: Neuro-measures; Section - Three: Putting it all together; Chapter - 11: Computational neuroscience; Chapter - 12: Smarter survey design; Chapter - 13: Combining techniques; Chapter - 14: Conclusions

Über Autor(innen)

Bridger, Darren
Darren Bridger works as a consultant to designers and marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the Consumer Neuroscience industry, helping to pioneer two of the first companies in the field then joining the world's largest agency, Neurofocus (now part of the Nielsen company), as its second employee outside of the US. He currently works as head of insights at NeuroStrata.

Darren Bridger works as a consultant to marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the consumer neuroscience industry, co-founding both the world's first full-service agency, Neuroco, and the first agency dedicated to serving the public relations industry, MindLab International, then joining the world's largest agency, Neurofocus, as its second employee outside of the US.