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

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

by Darren Bridger

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Product Details

ISBN-13: 9780749473846
Publisher: Kogan Page, Ltd
Publication date: 08/28/2015
Series: Marketing Science Series
Pages: 224
Product dimensions: 6.10(w) x 9.10(h) x 0.50(d)

About the Author

Darren Bridger is a director of Neurostrata, a research and consulting company that uses and analyzes data that taps into consumers' unconscious thinking and motivation. He is the co-founder of two of the pioneering companies in the neuromarketing industry: NeuroCo and The MindLab.  He has also written the books Get It Done! (Nourish Books), Boost Your Memory (Infinite Ideas), and The Soul of the New Consumer (Nicholas Brealey Publishing).

Table of Contents

Foreword
Preface
Acknowledgements

Part One Theoretical insights

01 The irrational consumer: introduction
How the view of the rational consumer crumbled
Hunter-gatherers in the shopping mall
The irrational non-conscious
Dual-process decisions
The types of data that are hard to measure rationally
How the irrational can be decoded
How companies are using this data
Summary
Notes

02 The brain: attention, memory and emotion
Attention
Memory
Emotion
Embodied cognition
Summary
Notes

03 Neuroaesthetics
Beauty
Faces
Colours
Culture
Eight neuro-principles and their implications
Using neuro-principles
Summary
Notes

04 Behavioural economics
Value is not rationally objective
Ecological rationality
Heuristics
Nudges: small interventions with big effects
Choice architecture and the $300 million button
Summary
Notes

Part Two The new research tools

05 Guidelines for experiments
Principles for neuro-testing
Realism versus control
Recruitment and cultural differences
Benchmarking and normalizing
Lab, online and real-world testing
Interesting questions for experiments
Summary
Notes

06 Eye-tracking
How we see
Detail versus gist
Eye-trackers
What draws the eye?
Fixation predicts choice
Pros and cons
Summary
Notes

07 Implicit response measures
Implicit memory webs
Academic underpinning
The Implicit Association Test (IAT)
Affective and evaluative priming tests
Summary
Notes

08 Facial action coding
The six primary emotions
Automated FACS (aFACS)
What it is most useful for
Summary
Notes

09 Biometrics
The nervous system
Key biometric considerations
Heart activity
Skin conductance (GSR or EDR)
Pupillometry
Other measures
Pros and cons of biometrics
Summary
Note

10 Neuro-measures
fMRI
EEG
SST
Summary

Part Three Putting it all together

11 Computational neuroscience
Predicting successful music and movies
Predicting where you will look
The maths of beauty
What will be the role of computational neuroscience?
Summary
Notes

12 Smarter survey design
Psychological limits to survey design
Theory of planned behaviour
Cognitive interviewing
Creating smarter surveys
Summary
Notes

13 Combining techniques
Some typical combinations
Tracking combinations
Parallel combinations
Visualizing combined results
Anatomy of an ad
Combining vendors
Combining with sales data
Summary
Notes

14 Conclusions
The future
Limitations and ethical issues
Narrow explanations could become locked-in
Doesn’t measure longer-term reactions

Glossary
Further Reading
Index

 

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