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Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research [electronic resource]
Bridger, Darren
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| 자료유형 | E-BOOK |
|---|---|
| 서명/저자사항 | Decoding the irrational consumer [electronic resource]: how to commission, run and generate insights from neuromarketing research/ Darren Bridger. |
| 개인저자 | Bridger, Darren,author, |
| 발행사항 | London ; Philadelphia: Kogan Page, 2015. |
| 형태사항 | 1 online resource: illustrations. |
| 총서사항 | Marketing science series |
| 기타형태 저록 | Print version: Bridger, Darren. Decoding the irrational consumer 9780749473846 |
| ISBN | 9780749473853 0749473851 |
| 내용주기 | Machine generated contents note: 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 -- Notes02 The brain: attention, memory and emotion -- Attention -- Memory -- Emotion -- Embodied cognition -- Summary -- Notes03 Neuroaesthetics -- Beauty -- Faces -- Colours -- Culture -- Eight neuro-principles and their implications -- Using neuro-principles -- Summary -- Notes04 Behavioural economics -- Value is not rationally objective -- Ecological rationality -- Heuristics -- Nudges: small interventions with big effects -- Choice architecture and the $300 million button -- Summary -- NotesPart 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 -- Notes06 Eye-tracking -- How we see -- Detail versus gist -- Eye-trackers -- What draws the eye? -- Fixation predicts choice -- Pros and cons -- Summary -- Notes07 Implicit response measures -- Implicit memory webs -- Academic underpinning -- The Implicit Association Test (IAT) -- Affective and evaluative priming tests -- Summary -- Notes08 Facial action coding -- The six primary emotions -- Automated FACS (aFACS) -- What it is most useful for -- Summary -- Notes09 Biometrics -- The nervous system -- Key biometric considerations -- Heart activity -- Skin conductance (GSR or EDR) -- Pupillometry -- Other measures -- Pros and cons of biometrics -- Summary -- Note10 Neuro-measures -- fMRI -- EEG -- SST -- SummaryPart 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 -- Notes12 Smarter survey design -- Psychological limits to survey design -- Theory of planned behaviour -- Cognitive interviewing -- Creating smarter surveys -- Summary -- Notes13 Combining techniques -- Some typical combinations -- Tracking combinations -- Parallel combinations -- Visualizing combined results -- Anatomy of an ad -- Combining vendors -- Combining with sales data -- Summary -- Notes14 Conclusions -- The future -- Limitations and ethical issues -- Narrow explanations could become locked-in -- Doesn't measure longer-term reactionsGlossary -- Further Reading -- Index . |
| 요약 | "New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying. Decoding the Irrational Consumer provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography"-- |
| 요약 | "Marketers increasingly understand that consumer decisions are often irrational, emotional and subconscious. A new generation of research tools, including behavioral economics, eye-tracking, implicit response measures, and facial coding can measure and illuminate these irrational drives. However, whilst there are many books on this subject, none cover all these techniques and the key theories in a way that helps marketers become neuroliterate. Decoding the Irrational Consumer will equip marketers and researchers with an understanding of each neuromarketing tool, its relative strengths and weaknesses, and how to use it to generate consumer insights. Decoding the Irrational Consumer demonstrates how to interpret data and turn it into actionable insights. It explains the pros and cons of each data-source, and when to use them. Finally, it explains when and how data from different sources can be combined. By reading this book, practitioners will have all the key conceptual and theoretical tools to take control of understanding subconscious responses. From briefing the data-processing people, to conferring with neuroscientists and technicians, they will be in the best position to glean practical insights from the data. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research"-- |
| 해제 | Provided by publisher. |
| 해제 | Provided by publisher. |
| 일반주제명 | Marketing research. Consumer behavior. BUSINESS & ECONOMICS / Marketing / Research. BUSINESS & ECONOMICS / Advertising & Promotion. BUSINESS & ECONOMICS / Consumer Behavior. BUSINESS & ECONOMICS / Marketing / General. Consumer behavior. Marketing research. BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior |
| 언어 | 영어 |
| 바로가기 | URL |
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