The branded mind: what neuroscience really tells us about the puzzle of the brain and the brand
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2011
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVII, 251 S. graph. Darst. |
| ISBN: | 9780749461256 |
Staff View
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| 245 | 1 | 0 | |a The branded mind |b what neuroscience really tells us about the puzzle of the brain and the brand |c Erik du Plessis |
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| adam_text | Titel: The branded mind
Autor: Du Plessis, Erik
Jahr: 2011
CONTENTS
Foreword by Nigel Hollis xii
About the author and contributors xiv
Acknowledgements xvi
part one What it is all about 1
01 Introduction 3
The meta- and the micro-problem 4
Over-claiming 4
Emotions and feelings 5
Where does this leave us? 5
The puzzle 5
02 This book is about the consumer s brain 8
Why I wrote this book 8
Why do we make decisions? 10
How do people differ from animals on this view? 10
How does this happen in the brain? 11
How do we buy a brand? 11
Marketing practice 12
So what is this book about? 13
03 The new paradigm 15
From Descartes to Damasio 15
Who is Damasio? 16
Who was Descartes? 17
What is the paradigm shift that we are looking at? 18
Damasio s somatic marker theorem 18
04 The brain - the coming together of disciplines 20
part two The decision-making puzzle 23
05 Interpretation, memory, experience, learning 25
Why the memory system is important 25
Feeling good, culture, personality and memories 26
The brain 26
Gestalts 33
What do artificial neural networks do very well? 36
Marketing implications of classifying and predicting 39
Interpretation, memory recall, comes to mind 40
06 Introducing the rat brain robot 42
Let s look at this robot rat 43
What brain systems does the robot rat need to be more like a
human (or just more like a fruit fly)? 45
Movere is Latin for to move , to be motivated 47
Move! But where to? 47
07 Feelings 49
Why we need to understand feelings 49
From many gestalts to one: attention and touchpoints 50
Everybody knows what feelings, emotions and moods
are - do the scientists? 54
Does it matter? 57
Definition used in this book 58
Time 59
The limbic system: the oldest part of the brain 60
08 The feeling brain systems and how they work 62
Reconciling this view with Damasio s view 64
09 The environmental awareness system: emotions 66
An emotion is a post-rationalization 68
Rational or emotional? 70
But are advertisements like snakes? 70
Culture and the amygdala 71
Herd behaviour 71
How many emotions do we have? 72
Emotions and marketing 75
10 The state of body system: homeostasis 76
Bio-measures and homeostasis 79
11 The state of mind system, or moods and arousal 81
Why the brain needs to control its levels of arousal 83
Mood and time 84
We continuously control our moods 84
Bio-measures, mood and arousal 87
12 The evaluation system: pleasure 89
Dopaminic memories of brands 92
Bio-measures and dopamine 93
13 Personality 94
Human personality variation 94
What is personality? 95
It is not survival of the fittest, but death to the unfit 95
Personality and time 96
What does this have to do with brands? 97
Marketing 97
About brand personality 98
Bio-measures and personality 99
14 Social systems and culture ïoo
The neuro-basis of culture 100
Why do we have an empathy circuit in the brain? 101
Prejudice 102
The marketing error resulting from the empathy system 103
Teaching feelings 104
What is culture? 104
Culture and time 107
Language 108
Oatley and Jenkins s view about culture and emotions 111
The global brand 112
Culture is much more than countries 112
Bio-measures and culture 113
15 Gender differences 114
The male/female brain 116
16 Let s put it all together 122
So how do we think we think? 122
Thinking involves a lot of brain process 123
Making a choice 124
A new thought 125
Feelings and time 125
17 Measuring the brain 127
Single-cell measurement 128
Electroencephalography (EEG) 128
Magnetoencephalography (MEG) 129
Transcranial magnetic stimulation (TMS) 130
Indirect measures of neural activity 130
Very indirect measurements of brain activity 131
Reading the measures 131
Creativity in designing brain scanning experiments 132
18 Increasing our brainpower - using neuroscience
effectively by Graham Page 133
The current state of play 134
Key questions to ask 135
Implicit association measurement 135
Eye-tracking 136
Brainwave measurement 138
Will neuroscience replace conventional research? 140
The future: integration 141
When should neuroscience-based techniques be used? 141
Getting the best out of neuroscience 142
part three Creating mischief 143
19 On creating mischief 145
The Hidden Persuaders 145
The seductive allure of neuroscience explanations 147
The buy button 148
Sensationalism will increase 149
20 Buy-ology 150
My view 151
21 The elusive subconscious 152
The big subconscious 152
The subconsciousness and religion 153
The confusion that arises when people willy-nilly talk about the
subconsciousness 155
This is a personal belief 158
A justification for brain scanning projects? 158
What Freud said 159
Respondents lying and our ethics 159
part four Towards insights i6i
22 Read Montague s Pepsi Challenge 163
About Read Montague 164
The contribution of other sciences 165
Montague on culture 166
23 Science: models and measurements 167
The homunculus 167
Decision making 167
Models and measurement 168
Models: the future 169
part five Some marketing implications 171
The marketing implications I chose 172
The build-up of the next five chapters 172
24 Attention 175
Why it is an important topic 175
The issue 175
Studying for an exam or giving attention to an advertisement 177
Deathofthe 30-second ad? 178
Some empirical data 179
Why is this in a book about neuromarketing? 181
Inadvertent attention 182
The response curve and re-cognition 184
Re-cognition in non-fast-forwarded advertisements 185
Media strategy implications 185
Neuroscience and re-cognition (or repeat exposure) 186
Why repeat exposures to an advertisement? 190
But why does the level of awareness matter? 190
Can an advertisement have an effect without it being given
attention? 192
The advertising effect of this 193
Du Plessis s error 194
Conclusions 195
25 The brand soma 197
What I mean by the brand soma 197
The brand soma and functionality 198
Neurology 199
What does the brand soma do? 199
Brand soma, rationality and functionality 199
Fishbein and brand utility 202
How the brand soma works in practice 203
How this shows in perceptual maps 204
Revisiting Fishbein 204
The dopamine moment 204
How would using the brand make you feel? 205
Using the halo effect 206
26 Consumer decision making as heuristics 207
What is a heuristic? 207
Neuromarketing and heuristics 207
Feelings and heuristics 209
BrandDynamics 209
Different people have different heuristics in different
situations 211
Heuristics and questionnaire design 212
Where does this lead us (marketers)? 214
27 Market segmentation 215
Good segmentation should not be like this 217
Some suggestions about segmentation studies 219
Neuromarketing and segmentation 221
Segmentation and neural studies - a chocolate example 221
28 Advertising budget, brand life cycle, synapses and
brand soma 223
Setting the budget 224
Peter Field and AC Nielsen 224
The dynamic difference model 226
Implications for percentage of revenue budget 227
This is a big ask of the brand 229
Brand life cycles 229
Jones s advertising intensity curve 231
Brand life cycle: a self-fulfilling belief? 232
Optimizing advertising budgets 232
The changing pieces of the puzzle 233
part six My conclusions 235
29 What this was all about 237
From very small things to very big things 238
30 Is the future what it was? 241
What the future will bring 241
Summary implications for neuromarketing 244
References 245
Index 247
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| spelling | Du Plessis, Erik Verfasser (DE-588)135811155 aut The branded mind what neuroscience really tells us about the puzzle of the brain and the brand Erik du Plessis London [u.a.] Kogan Page 2011 XVII, 251 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Psychologie Neuromarketing Advertising Psychological aspects Marketing Psychological aspects Branding (Marketing) Markenpolitik (DE-588)4144679-3 gnd rswk-swf Neuromarketing (DE-588)7601901-9 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Verbraucherverhalten (DE-588)4062644-1 s Neuromarketing (DE-588)7601901-9 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022561871&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Du Plessis, Erik The branded mind what neuroscience really tells us about the puzzle of the brain and the brand Psychologie Neuromarketing Advertising Psychological aspects Marketing Psychological aspects Branding (Marketing) Markenpolitik (DE-588)4144679-3 gnd Neuromarketing (DE-588)7601901-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | The branded mind what neuroscience really tells us about the puzzle of the brain and the brand |
| title_auth | The branded mind what neuroscience really tells us about the puzzle of the brain and the brand |
| title_exact_search | The branded mind what neuroscience really tells us about the puzzle of the brain and the brand |
| title_full | The branded mind what neuroscience really tells us about the puzzle of the brain and the brand Erik du Plessis |
| title_fullStr | The branded mind what neuroscience really tells us about the puzzle of the brain and the brand Erik du Plessis |
| title_full_unstemmed | The branded mind what neuroscience really tells us about the puzzle of the brain and the brand Erik du Plessis |
| title_short | The branded mind |
| title_sort | the branded mind what neuroscience really tells us about the puzzle of the brain and the brand |
| title_sub | what neuroscience really tells us about the puzzle of the brain and the brand |
| topic | Psychologie Neuromarketing Advertising Psychological aspects Marketing Psychological aspects Branding (Marketing) Markenpolitik (DE-588)4144679-3 gnd Neuromarketing (DE-588)7601901-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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