Neuromarketing For Dummies

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John Wiley & Sons, Jul 29, 2013 - Business & Economics - 408 pages

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.

 

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Contents

Introduction
What Neuromarketing Is and Isnt
Creating Products and Packages ThatPlease Consumers
What We Know Now That We Didnt Know Then
Putting Neuromarketing to Work
The Central Role of Emotions in Consumer Responses
Why Neuromarketing Matters
The Intuitive Consumer Nonconscious Processes Underlying
Two Views of How Advertising Works
Learning without listening Using Neuromarketing to Test Advertising
Getting shoppers where they need to
Entertainment Effectiveness
Measuring Consumer Response with Neuromarketing
Neuromarketing Measures Listening to Signals from the Body
Listening to blood flow in the brain
Neuromarketing ona Budget Inexpensive Ways to Learn from

New Understandings of Consumer Goals and Motivation
Consumer Motivation Goal Seeking andGoal Attainment
Theway were wired
How New Products Get Noticed
Leveraging emotional connections Neurodesign of Everyday Things
Design tips fromthelab Beauty is in thewalletof the beholder NeuromarketingandNew ProductInnovation Why 80 percent of new products fail
Leveraging Online Services to Tap Into the Wisdom of Crowds
Picking the RightApproach forYour Research Needs
Living with Neuromarketing Practicaland Ethical
Understanding Validity and Reliability
Connecting Brain Measuresto States of Mind

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About the author (2013)

Stephen J. Genco, PhD, 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, PhD, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations.

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