×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
     

The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand

4.0 1
by Erik Du Plessis
 

See All Formats & Editions


The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Neuroscience, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note. 

Erik du Plessis does just that. In

Overview


The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Neuroscience, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note. 

Erik du Plessis does just that. In this, his second book, du Plessis explores what scientists have uncovered about the structure of the brain and how different parts of the brain interact. He investigates developments in neuroscience and neuromarketing and what lessons this holds for brand managers. What bearing do these developments have on current theories of consumer behavior? How can neuroscience contribute to marketing and brand-building strategies? 

Including research by Millward Brown, The Branded Mind touches on key topics such as the nature of feelings, moods, personality, measuring the brain, consumer behavior, decision making, and market segmentation.

Product Details

ISBN-13:
9780749462987
Publisher:
Kogan Page, Ltd.
Publication date:
02/03/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
272
Sales rank:
1,104,933
File size:
2 MB

Meet the Author

Erik du Plessis is President of the Johannesburg-based research agency, Impact Information. Impact is now part of the Millward Brown Group, one of the world’s top 10 market research companies (owned by WPP) with 65 offices in 39 countries.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews

Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand 4 out of 5 based on 0 ratings. 1 reviews.
RolfDobelli More than 1 year ago
In 2005, marketing expert Erik du Plessis published The Advertised Mind, an approachable synthesis of neuroscience and marketing that explained how advertising shapes the brain’s responses and perceptions. In this book, a follow-up that you can understand on its own, du Plessis brings an even more focused treatment to the topic of neuromarketing, including commentary on the debate his earlier work provoked. He breaks his fairly dense material into brief chapters, so you can pick and choose according to your interests, ranging from cognitive science to branding, with many intriguing stops in between. getAbstract recommends du Plessis’s research, insights and engaging questions to marketing professionals and to readers interested in decision making, advertising, neuroscience and neuromarketing.