Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuromarketing Research
Author: Darren Bridger
Publisher: Kogan Page Publishers
ISBN: 0749473851
Category: Business & Economics
Page: 224
View: 9004

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Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. This book presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. 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.

Innovative Research Methodologies in Management

Volume II: Futures, Biometrics and Neuroscience Research
Author: Luiz Moutinho,Mladen Sokele
Publisher: Springer
ISBN: 3319644009
Category: Business & Economics
Page: 224
View: 5330

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A seminal collection of research methodology themes, this two-volume work provides a set of key scholarly developments related to robustness, allowing scholars to advance their knowledge of research methods used outside of their own immediate fields. With a focus on emerging methodologies within management, key areas of importance are dissected with chapters covering statistical modelling, new measurements, digital research, biometrics and neuroscience, the philosophy of research, computer modelling approaches and new mathematical theories, among others. A genuinely pioneering contribution to the advancement of research methods in business studies, Innovative Research Methodologies in Management presents an analytical and engaging discussion on each topic. By introducing new research agendas it aims to pave the way for increased application of innovative techniques, allowing the exploration of future research perspectives. Volume II explores a range of research methodologies including the Spatial Delphi and Spatial Shang, Virtual Reality, the Futures Polygon and Neuroscience research.

Formative Research in Social Marketing

Innovative Methods to Gain Consumer Insights
Author: Krzysztof Kubacki,Sharyn Rundle-Thiele
Publisher: Springer
ISBN: 9811018294
Category: Business & Economics
Page: 290
View: 2836

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This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.

Handbook of Research on Transmedia Storytelling and Narrative Strategies


Author: Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz
Publisher: IGI Global
ISBN: 1522553584
Category: Social Science
Page: 599
View: 7529

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Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

Neuro Design

Neuromarketing Insights to Boost Engagement and Profitability
Author: Darren Bridger
Publisher: N.A
ISBN: 9780749478889
Category: Business & Economics
Page: 280
View: 5677

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Describes insights from the growing field of neuroaesthetics, and shows how they can be applied to the most popular types of content that businesses create, and how they can be used to improve customer engagement and profit.

Neuromarketing For Dummies


Author: Stephen J. Genco,Andrew P. Pohlmann,Peter Steidl
Publisher: John Wiley & Sons
ISBN: 1118518977
Category: Business & Economics
Page: 408
View: 1554

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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.

Neuromarketing

Exploring the Brain of the Consumer
Author: Leon Zurawicki
Publisher: Springer Science & Business Media
ISBN: 9783540778295
Category: Business & Economics
Page: 273
View: 6851

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Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETING


Author: Grzegorz Mazurek,Jolanta Tkaczyk
Publisher: Poltext
ISBN: 838943766X
Category:
Page: 388
View: 4193

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The book aims to give an insight into the multifacetedness of changes the Internet – referred to here as the digital world – triggers in both theory and practice of marketing and management. The book has been divided into 5 subject areas, i.e. management, strategy, communications, brand, and consumer, all of which act as the main themes of subsequent chapters.

Digital Neuromarketing

The Psychology of Persuasion in the Digital Age
Author: Sam Page
Publisher: N.A
ISBN: 9780994390226
Category: Business & Economics
Page: 246
View: 4064

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This book will introduce you to fascinating research in the areas of social psychology and consumer behavior. But more importantly, this book will show you exactly how you can apply these research findings to acquire more customers for your business.

Ethics and Neuromarketing

Implications for Market Research and Business Practice
Author: Andrew R. Thomas,Nicolae Alexandru Pop,Ana Maria Iorga,Cristian Ducu
Publisher: Springer
ISBN: 9783319456072
Category: Business & Economics
Page: 209
View: 5956

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This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing


Author: Giovanni Vecchiato,Patrizia Cherubino,Arianna Trettel,Fabio Babiloni
Publisher: Springer Science & Business Media
ISBN: 3642380646
Category: Technology & Engineering
Page: 136
View: 6393

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In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com

Introduction to Marketing

Theory and Practice
Author: Adrian Palmer
Publisher: Oxford University Press
ISBN: 0199602131
Category: Business & Economics
Page: 576
View: 3635

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This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.

Life Inc

How Corporatism Conquered the World, and how We Can Take it Back
Author: Douglas Rushkoff
Publisher: Random House Trade Paperbacks
ISBN: 0812978501
Category: Business & Economics
Page: 347
View: 5175

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Cultural theorist Rushkoff reveals how corporations have come to dominate all aspects of life--including our inner lives--and what to do about it. In tracing the roots of corporatism from the Renaissance to today, Rushkoff reveals the way it supplanted social interaction and local commerce and came to be regarded as a pre-existing condition of our world.

Value-based Marketing

Marketing Strategies for Corporate Growth and Shareholder Value
Author: Peter Doyle
Publisher: John Wiley & Sons
ISBN: 0470687630
Category: Business & Economics
Page: 380
View: 3786

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This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business School John Quelch – Harvard Business School Susan Hart – Strathclyde Graduate Business School (SGBS) Michael Baker – Emeritus Professor SGBS Tim Ambler – London Business School Tony Cram – Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age

Practical Text Analytics

Interpreting Text and Unstructured Data for Business Intelligence
Author: Steven Struhl
Publisher: Kogan Page
ISBN: 9780749479374
Category: Business & Economics
Page: 272
View: 3871

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Bridging the gap between the marketer who must put text analytics to use and data analysis experts, Practical Text Analytics is an accessible guide to the many advances in text analytics. It explains the different approaches and methods, their uses, strengths, and weaknesses, in a way that is relevant to marketing professionals. Each chapter includes illustrations and charts, hints and tips, pointers on the tools and techniques, definitions, and case studies/examples. Consultant and researcher Steven Struhl presents the process of text analysis in ways that will help marketers clarify and organize the confusing array of methods, frame the right questions, and apply the results successfully to find meaning in any unstructured data and develop effective new marketing strategies.

Marketing Analytics

A Practical Guide to Improving Consumer Insights Using Data Techniques
Author: Mike Grigsby
Publisher: Kogan Page Publishers
ISBN: 0749482176
Category: Business & Economics
Page: 240
View: 7747

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Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

Business Models and ICT Technologies for the Fashion Supply Chain

Proceedings of IT4Fashion 2016
Author: Rinaldo Rinaldi,Romeo Bandinelli
Publisher: Springer
ISBN: 3319485113
Category: Technology & Engineering
Page: 304
View: 2373

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This book presents high-quality original contributions on the fashion supply chain. A wide spectrum of application domains are covered, processing of big data coming from digital and social media channels, fashion new product development, fashion design, fashion marketing and communication strategy, business models and entrepreneurship, e-commerce and omni-channel management, corporate social responsibility, new materials for fashion product, wearable technologies. The contents are based on presentations delivered at IT4Fashion 2016, the 6th International Conference in Business Models and ICT Technologies for the Fashion Supply Chain, which was held in Florence, Italy, in April 2016. This conference series represents a targeted response to the growing need for research that reports and debates supply chain business models and technologies applied to the fashion industry, with the aim of increasing knowledge in the area of product lifecycle management and supply chain management in that industry.

Unconscious Branding

How Neuroscience Can Empower (and Inspire) Marketing
Author: Douglas Van Praet
Publisher: Palgrave Macmillan Trade
ISBN: 9781137278920
Category: Business & Economics
Page: 288
View: 3209

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For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can’t tell us because they don’t really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . . human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe—the human brain—into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media, and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike’s “Just Do It” campaign; “Got Milk?”; Wendy’s “Where’s the Beef?”; and the infamous Volkswagen “Punch Buggy” launch as well as their beloved “The Force” (Mini Darth Vader) Super Bowl commercial.

Consumer Behavior in Action

Real-life Applications for Marketing Managers
Author: Geoffrey Paul Lantos
Publisher: Routledge
ISBN: 1317473841
Category: Business & Economics
Page: 648
View: 3566

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Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.

Technologies on the Stand

Legal and Ethical Questions in Neuroscience and Robotics
Author: Bibi van den Berg,Laura Klaming
Publisher: Wolf Legal Publications
ISBN: 9789058506511
Category: Law
Page: 422
View: 5703

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Neurotechnologies, such as functional Mangetich Resonance Imaging and Deep Brain Stimulation, are used in the health sector for research, diagnosis, and therapy. But, neurotechnologies could also be used for human enhancement, for instance, to improve cognitive functions. Moreover, insights from neuroscience are increasingly used for legal purposes, for instance, to determine a suspect's responsibility for his actions or to distinguish truthful from deceptive statements. These three domains of application raise different, important ethical and legal questions that require further discussion. Similarly, the application of robotics and autonomous technologies in various (social) situations - in the home, hospital environments, traffic, and war - raises a number of ethical and legal issues. These include questions, such as what are the ethical implications of applying robots in the health sector with regard to our ideas about human dignity and autonomy? What are the consequences of using robotics in war? And, can we hold robots liable if they play an ever more important role in our daily lives? This book, which was created in light of a conference on the topic that was held in Spring of 2011 at Tilburg University in the Netherlands, brings together 19 papers on the fascinating developments in neuroscience and robotics, and the legal, ethical, and consequences these developments may have.