Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research

著者

    • Bridger, Darren

書誌事項

Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research

Darren Bridger

（Marketing science）

Kogan Page, 2015

大学図書館所蔵 件 / 全3件

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注記

Includes bibliographical references (p. [202]-203) and index

内容説明・目次

内容説明

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.

目次

  • 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

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