Neuromarketing for Dummies
- 7h 20m
- Andrew P. Pohlmann, Peter Steidl, Stephen J. Genco
- John Wiley & Sons (US)
- 2013
Learn how to use neuromarketing and understand the science behind it
Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include:
- How neuromarketing works
- Insights from the latest neuromarketing research
- How to apply neuromarketing strategies to any level of advertising or marketing, on any budget
- Practical techniques to help your customers develop bonds with your products and services
- The ethics of neuromarketing
Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.
About the Authors
Stephen J. Genco: Steve is a pioneer in the field of neuromarketing. In 2006, he founded one of the first neuromarketing research firms. From 2009 to 2012, he was Chief Innovation Officer at another leading neuromarketing vendor. He is currently an independent consultant, helping world-class clients develop and execute market research programs and business strategies that blend traditional research techniques with the latest advances in behavioral, neurometric, and biometric tools and technologies.
Steve has over 20 years of experience as a consumer research innovator, entrepreneur, management consultant, social science researcher, and educator. Prior to entering the business world, he was a teacher and researcher in political science, specializing in public opinion polling and executive decision making. He holds a doctorate, a master's degree, and a bachelor's degree from Stanford University, as well as a master's degree from the University of British Columbia.
Andrew P. Pohlmann: Andrew has been a leader in business strategy and marketing for over 20 years. In 2008, he led the development of the world's first global neuromarketing consultancy, helping numerous Fortune 100 and Global 50 firms integrate neuromarketing techniques into their understanding of consumer behavior. Andrew has held senior leadership roles at Citigroup, JPMorgan Chase, Alticor, and Morse Best Innovation specializing in corporate strategy, product development, business development, and marketing. He was a partner with Meridian Consulting and helped launch BoardVantage, the leading web-based communication platform for corporate boards. Andrew's experience has spanned multiple industries and regions, including both institutional and consumer clients in North America, Europe, and Asia.
Peter Steidl: Peter is an advisor to marketers and their agencies in Asia-Pacific and beyond, having carried out assignments in 20 countries on five continents. His clients include a number of Fortune Global 100 corporations, professional services firms, and government agencies. His clients value his ability to apply neuromarketing insights to lift the effectiveness of marketing strategies and initiatives.
Peter has an MBA and PhD from Vienna University, has served on the permanent staff of Vienna and Adelaide University, and held a Visiting Professorship at Curtin University in Perth, Australia. His most recent book, Neurobranding, was shortlisted for Expert Marketer Magazine's Marketing Book of the Year Award 2013.
In this Book
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Introduction
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What Neuromarketing is and isn't
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What We Know Now That We Didn't Know Then
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Putting Neuromarketing to Work
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Why Neuromarketing Matters
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The Intuitive Consumer—Nonconscious Processes Underlying Consumer Behavior
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The Central Role of Emotions in Consumer Responses
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New Understandings of Consumer Goals and Motivation
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Why We Buy the Things We Buy
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Brands on the Brain
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Creating Products and Packages That Please Consumers' Brains
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Advertising Effectiveness
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The Shopping Brain and In-Store Marketing
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When Consumers' Brains Go Online
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Entertainment Effectiveness
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Traditional Approaches—Why Not Just Ask People?
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Neuromarketing Measures—Listening to Signals from the Body and the Brain
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Neuromarketing on a Budget—Inexpensive Ways to Learn from Your Customers
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Picking the Right Approach for Your Research Needs
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Five Things You Need to Know about Neuromarketing Studies and Measures
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A Pre-Flight Checklist for Successful Neuromarketing Studies
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Picking the Right Neuromarketing Partner
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Neuromarketing Ethics, Standards, and Public Policy Implications
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Ten Mistaken Beliefs about Neuromarketing
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Ten Scientific Pillars Underlying Neuromarketing
