Neuromarketing For Dummies

Neuromarketing For Dummies


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Product Details

ISBN-13: 9781118518588
Publisher: Wiley
Publication date: 08/05/2013
Series: For Dummies Series
Pages: 408
Sales rank: 635,618
Product dimensions: 7.40(w) x 9.10(h) x 1.10(d)

About the Author

Stephen J. Genco, PhD, is a founder of the modern neuromarketing revolution. Andrew P. Pohlmann led the development of the world's first global neuromarketing consultancy. Peter Steidl, MBA, PhD, has carried out neuromarketing assignments with a number of Fortune Global 100 corporations.

Table of Contents

Introduction  1

Part I: The Brave New World of Neuromarketing 5

Chapter 1: What Neuromarketing Is and Isn’t 7

Chapter 2: What We Know Now That We Didn’t Know Then21

Chapter 3: Putting Neuromarketing to Work 37

Chapter 4: Why Neuromarketing Matters 59

Part II: The Essence of Neuromarketing: The Nonconscious Mindof the Consumer 71

Chapter 5: The Intuitive Consumer: Nonconscious ProcessesUnderlying Consumer Behavior 73

Chapter 6: The Central Role of Emotions in Consumer Responses93

Chapter 7: New Understandings of Consumer Goals and Motivation105

Chapter 8: Why We Buy the Things We Buy 119

Part III: Neuromarketing in Action 137

Chapter 9: Brands on the Brain 139

Chapter 10: Creating Products and Packages That PleaseConsumers’ Brains 157

Chapter 11: Advertising Effectiveness 175

Chapter 12: The Shopping Brain and In-Store Marketing 191

Chapter 13: When Consumers’ Brains Go Online 203

Chapter 14: Entertainment Effectiveness 219

Part IV: Measuring Consumer Response with Neuromarketing235

Chapter 15: Traditional Approaches: Why Not Just Ask People-237

Chapter 16: Neuromarketing Measures: Listening to Signals fromthe Body and the Brain 249

Chapter 17: Neuromarketing on a Budget: Inexpensive Ways toLearn from Your Customers 269

Chapter 18: Picking the Right Approach for Your Research Needs285

Part V: Living with Neuromarketing: Practical and EthicalConsiderations 297

Chapter 19: Five Things You Need to Know about NeuromarketingStudies and Measures 299

Chapter 20: A Pre-Flight Checklist for Successful NeuromarketingStudies 317

Chapter 21: Picking the Right Neuromarketing Partner 327

Chapter 22: Neuromarketing Ethics, Standards, and Public PolicyImplications 343

Part VI: The Part of Tens 359

Chapter 23: Ten Mistaken Beliefs about Neuromarketing 361

Chapter 24: Ten Scientific Pillars Underlying Neuromarketing371

Index  379

What People are Saying About This

Roger Dooley

"Neuromarketing for Dummies is the best and most comprehensive book about brain-based marketing to date, and deserves a spot on every marketer's bookshelf."

-- Roger Dooley, author of Brainfluence and Neuromarketing and Brainy Marketing blogs

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