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: 9780749473853
Publisher: Kogan Page, Ltd.
Publication date: 08/03/2015
Series: Marketing Science
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 224
File size: 1 MB

About the Author

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.
Darren Bridger works as a consultant to designers and 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, helping to pioneer two of the first companies in the field then joining the world's largest agency, Neurofocus (now part of the Nielsen company), as its second employee outside of the US. He currently works as head of insights at NeuroStrata.

Table of Contents

  • 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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