The consumer mind: brand perception and the implication for marketers
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2012
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 178 S. Ill., graph. Darst. |
| ISBN: | 9780749465704 |
Staff View
MARC
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| 245 | 1 | 0 | |a The consumer mind |b brand perception and the implication for marketers |c Pepe Martinez |
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| 650 | 4 | |a Psychologie | |
| 650 | 4 | |a Consumers |x Psychology | |
| 650 | 4 | |a Neuromarketing | |
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| 650 | 4 | |a Marketing |x Psychological aspects | |
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Record in the Search Index
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| adam_text | IMAGE 1
CONTENTS
PREFACE XI ACKNOWLEDGEMENTS XVII
01 INTRODUCTION 1
A LOOK BACK 1 WHAT IS NEUROMARKETING? 3 NEUROSCIENCE IS ALREADY
PRODUCING RESULTS 7 A GLIMPSE OF THE FUTURE 7 THE AIM OF THIS BOOK 8
02 STARTING POINT: THE PILLARS OF THE HUMAN MIND 9
EVOLUTION IS CAPRICIOUS 9 THE FOUR BASIC MENTAL FUNCTIONS 12 THE MIND
AND THE THEATRE 15 ENTER YOUR MIND! 15
03 THE ALARM CLOCK RINGS 21
04 THE WORLD SURROUNDING US 25
EXTERNAL VERSUS INTERNAL REALITY 25 OUR MIND INFLUENCES PERCEPTION 26
ANALYSIS OF DIFFERENT LOGOS 31
05 CAREFUL! WATCH OUT! 39
OUR ENVIRONMENT IS OVERFLOWING 39 ATTENTION IN ACTION: IN THE
SUPERMARKET OR THE DISCO 40 DIFFERENCES BETWEEN PERCEPTION AND ATTENTION
41
06 DO YOU REMEMBER? 43
OUR MEMORY AND GOOGLE 43 WE HAVE MANY TYPES OF MEMORY 44 MEMORY AND
SENSES 46
IMAGE 2
CONTENTS
WORKING MEMORY 47 MEMORY CONSTRUCTS AND RECONSTRUCTS 47 A RESEARCH STUDY
ON REMEMBERING ADVERTISING SLOGANS 49 DESIGNING QUESTIONNAIRES OR
DRAWING UP GUIDELINES 51
07 WONDERFUL! 53
THE ORIGINS OF THE WORD EMOTION 53 WHAT IS OUR RELATIONSHIP WITH OUR
EMOTIONS? 55 WHERE ARE EMOTIONS BORN AND WHERE DO THEY LIVE? 57
BRANDS, COMMUNICATIONS AND EMOTIONS 58
08 HOW CLEVER! 61
THE CLASSICAL APPROACH TO INTELLIGENCE 61 A NEW CONCEPT OF INTELLIGENCE
62 SOCIAL INTELLIGENCE 65
09 WHO S THE BOSS HERE? 69
THE BOSS 69 WHO AM I? 71 WHAT AM I LIKE? 74
10 MAKE YOUR MIND UP! 77
A LONG CULTURAL TRADITION 77 THE RATIONAL-EMOTIONAL BINOMIAL 81 THE
CONSUMER AND DECISION MAKING 84 ADVERTISING CAMPAIGNS, REASONING AND
EMOTIONS 87
11 I WANT TO BE HAPPY! 89
THE ILLUSION OF HAPPINESS 89 HAPPINESS FROM THE PSYCHOLOGICAL POINT OF
VIEW 93 HAPPINESS ON THE BIOLOGICAL LEVEL 98
HAPPINESS STUDY AT MILLWARD BROWN 98
12 I M OFF TO BED! 105
TIME FOR A REST 105 DREAM DISCOURSE AND ADVERTISING DISCOURSE 106
IMAGE 3
CONTENTS
13 SUMMARY OF THE BRAIN S MENTAL FUNCTIONS 109
14 BRANDS, COMMUNICATIONS AND THE MIND 115
THE BRAND S FUNCTION 115 NEW CHALLENGES FOR BRANDS 116 THE KEYS TO BRAND
SUCCESS 117 BRAND LEADERS 118
BUILDING BRANDS 123 THE DIGITAL REVOLUTION 130 BRANDS IN THE SOCIAL
MEDIA 139
15 MILLWARD BROWN AND NEUROSCIENCE 145
THE BRANDED MIND 145 IMPROVING OUR BRAINPOWER 147 THE CONTRIBUTIONS OF
NEUROSCIENCE TO MARKETING RESEARCH 149 A GLIMPSE OF THE FUTURE 164
16 FINAL REFLECTIONS: PHILOSOPHY AND THE MIND US
BIBLIOGRAPHY 171 INDEX 173 ABOUT MILLWARD BROWN 179
|
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| id | DE-604.BV040233011 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:19:35Z |
| institution | BVB |
| isbn | 9780749465704 |
| language | English |
| lccn | 2012003193 |
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| physical | XV, 178 S. Ill., graph. Darst. |
| publishDate | 2012 |
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| publisher | Kogan Page |
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| spelling | Martinez, Pepe Verfasser aut The consumer mind brand perception and the implication for marketers Pepe Martinez London [u.a.] Kogan Page 2012 XV, 178 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Psychologie Consumers Psychology Neuromarketing Branding (Marketing) Marketing Psychological aspects Erscheint auch als Online-Ausgabe 978-0-7494-6571-1 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025089388&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Martinez, Pepe The consumer mind brand perception and the implication for marketers Psychologie Consumers Psychology Neuromarketing Branding (Marketing) Marketing Psychological aspects |
| title | The consumer mind brand perception and the implication for marketers |
| title_auth | The consumer mind brand perception and the implication for marketers |
| title_exact_search | The consumer mind brand perception and the implication for marketers |
| title_full | The consumer mind brand perception and the implication for marketers Pepe Martinez |
| title_fullStr | The consumer mind brand perception and the implication for marketers Pepe Martinez |
| title_full_unstemmed | The consumer mind brand perception and the implication for marketers Pepe Martinez |
| title_short | The consumer mind |
| title_sort | the consumer mind brand perception and the implication for marketers |
| title_sub | brand perception and the implication for marketers |
| topic | Psychologie Consumers Psychology Neuromarketing Branding (Marketing) Marketing Psychological aspects |
| topic_facet | Psychologie Consumers Psychology Neuromarketing Branding (Marketing) Marketing Psychological aspects |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025089388&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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