Neuromarketing for Dummies

Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl

ISBN: 9788126544387

408 pages

Exclusively distributed by Penguin Books 

INR 499


Neuromarketing is an up-and-coming field where researchers study consumers' cognitive responses to advertising and media. Through this study researchers are able to learn the answer to the age-old question: what makes consumers buy? However, not every business has the resources or time to undertake this crucial research into the buying ideology of their consumers. Neuromarketing For Dummies covers the latest insights into this fascinating and budding field and will show business owners and marketers how they can use neuromarketing research to their advantage.


Part I: The Brave New World of Neuromarketing

· What Neuromarketing Is and Isn't

· What We Know Now That We Didn't Know Then

· Putting Neuromarketing to Work

· Why Neuromarketing Matters


Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer

· The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior

· The Central Role of Emotions in Consumer Responses

· New Understandings of Consumer Goals and Motivation

· Why We Buy the Things We Buy


Part III: Neuromarketing in Action

· Brands on the Brain

· Creating Products and Packages That Please Consumers' Brains

· Advertising Effectiveness

· The Shopping Brain and In-Store Marketing

· When Consumers' Brains Go Online

· Entertainment Effectiveness


Part IV: Measuring Consumer Response with Neuromarketing

· Traditional Approaches: Why Not Just Ask People?

· Neuromarketing Measures: Listening to Signals from the Body and the Brain

· Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers

· Picking the Right Approach for Your Research Needs


Part V: Living with Neuromarketing: Practical and Ethical Considerations

· Five Things You Need to Know about Neuromarketing Studies and Measures

· A Pre-Flight Checklist for Successful Neuromarketing Studies

· Picking the Right Neuromarketing Partner

· Neuromarketing Ethics, Standards and Public Policy Implications


Part VI: The Part of Tens

· Ten Mistaken Beliefs about Neuromarketing

· Ten Scientific Pillars Underlying Neuromarketing


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