Neuromarketing For Dummies

Neuromarketing For Dummies

by Stephen J. Genco PhD, Andrew P. Pohlmann, Peter Steidl MBA, PhD
Released August 2013
Publisher(s): For Dummies
ISBN: 9781118518588

Read it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Book description

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.

Table of contents

  1. Cover
  2. Title Page
  3. Table of Contents
  4. Introduction
  5. Part I: The Brave New World of Neuromarketing
    1. Chapter 1: What Neuromarketing Is and Isn't
    2. Chapter 2: What We Know Now That We Didn't Know Then
    3. Chapter 3: Putting Neuromarketing to Work
    4. Chapter 4: Why Neuromarketing Matters
  6. Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer
    1. Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior
    2. Chapter 6: The Central Role of Emotions in Consumer Responses
    3. Chapter 7: New Understandings of Consumer Goals and Motivation
    4. Chapter 8: Why We Buy the Things We Buy
  7. Part III: Neuromarketing in Action
    1. Chapter 9: Brands on the Brain
    2. Chapter 10: Creating Products and Packages That Please Consumers' Brains
    3. Chapter 11: Advertising Effectiveness
    4. Chapter 12: The Shopping Brain and In-Store Marketing
    5. Chapter 13: When Consumers' Brains Go Online
    6. Chapter 14: Entertainment Effectiveness
  8. Part IV: Measuring Consumer Response with Neuromarketing
    1. Chapter 15: Traditional Approaches: Why Not Just Ask People?
    2. Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain
    3. Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers
    4. Chapter 18: Picking the Right Approach for Your Research Needs
  9. Part V: Living with Neuromarketing: Practical and Ethical Considerations
    1. Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures
    2. Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies
    3. Chapter 21: Picking the Right Neuromarketing Partner
    4. Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications
  10. Part VI: The Part of Tens
    1. Chapter 23: Ten Mistaken Beliefs about Neuromarketing
    2. Chapter 24: Ten Scientific Pillars Underlying Neuromarketing
  11. About the Authors
  12. Cheat Sheet

Product information

  • Title: Neuromarketing For Dummies
  • Author(s): Stephen J. Genco PhD, Andrew P. Pohlmann, Peter Steidl MBA, PhD
  • Release date: August 2013
  • Publisher(s): For Dummies
  • ISBN: 9781118518588