Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (Marketing Science)

Bridger, Darren

ISBN 10: 0749473843 / ISBN 13: 9780749473846

Editore: Kogan Page, 2015

Riguardo questo articolo

Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover.

Codice articolo CHL10432243

Dati bibliografici

• Titolo: Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (Marketing Science)
• Editore: Kogan Page
• Data di pubblicazione: 2015
• Lingua: Inglese
• ISBN 10: 0749473843
• ISBN 13: 9780749473846
• Rilegatura: paperback
• Condizione: Used; Good

Descrizione articolo

Riassunto

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.

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.