Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research - Brossura

Bridger, Darren

 
9780749473846: Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research
Brossura
ISBN 10: 0749473843 ISBN 13: 9780749473846
Casa editrice: Kogan Page, 2015

Sinossi

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.

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Informazioni sull'autore

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.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Kogan Page
Data di pubblicazione
2015
Lingua
Inglese
ISBN 10 
0749473843
ISBN 13 
9780749473846
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
224
Contatto del produttore
non disponibile
Persona responsabile
eucomply
hello@eucompliancepartner.com

Pärnu mnt 139b-14
Tallinn
11317
Estonia