The neuro-consumer: adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain
"Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to underst...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
|
| Schlagworte: | |
| Online-Zugang: | URL des Erstveroeffentlichers |
| Zusammenfassung: | "Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organisations must adapt their strategies. This book explains the subconscious behaviour of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behaviour. Written in plain English for business and management readers with no scientific background, it focuses on: How to adapt marketing and communication to the subconscious and irrational behaviours of consumers The direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains Implications for innovation, packaging, price, retail environments and advertising The use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations The influence of social media and communities on consumers' decisions: when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication The ethical limits and considerations that organisations must heed when following these principles Authored by two globally recognised thought leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience, and vital reading for any advanced student or researcher in this area"-- |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on June 04, 2020) |
| Beschreibung: | 1 online resource (ix, 321 pages) illustrations |
| ISBN: | 9781003019978 1003019978 9781000055504 1000055507 9781000055528 1000055523 9781000055481 1000055485 |
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| 245 | 1 | 0 | |a The neuro-consumer |b adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain |c Anne-Sophie Bayle-Tourtoulou and Michel Badoc |
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| 520 | |a "Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organisations must adapt their strategies. This book explains the subconscious behaviour of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behaviour. Written in plain English for business and management readers with no scientific background, it focuses on: How to adapt marketing and communication to the subconscious and irrational behaviours of consumers The direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains Implications for innovation, packaging, price, retail environments and advertising The use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations The influence of social media and communities on consumers' decisions: when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication The ethical limits and considerations that organisations must heed when following these principles Authored by two globally recognised thought leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience, and vital reading for any advanced student or researcher in this area"-- | ||
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/343 |
| dewey-search | 658.8/343 |
| dewey-sort | 3658.8 3343 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| illustrated | Illustrated |
| index_date | 2024-07-03T15:58:08Z |
| indexdate | 2024-07-10T09:00:02Z |
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| language | English |
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| physical | 1 online resource (ix, 321 pages) illustrations |
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| spelling | Bayle-Tourtoulou, Anne-Sophie Verfasser aut The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain Anne-Sophie Bayle-Tourtoulou and Michel Badoc Abingdon, Oxon Routledge 2020 © 2020 1 online resource (ix, 321 pages) illustrations txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on June 04, 2020) "Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organisations must adapt their strategies. This book explains the subconscious behaviour of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behaviour. Written in plain English for business and management readers with no scientific background, it focuses on: How to adapt marketing and communication to the subconscious and irrational behaviours of consumers The direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains Implications for innovation, packaging, price, retail environments and advertising The use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations The influence of social media and communities on consumers' decisions: when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication The ethical limits and considerations that organisations must heed when following these principles Authored by two globally recognised thought leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience, and vital reading for any advanced student or researcher in this area"-- Neuromarketing Consumers' preferences Decision making Brand choice Badoc, Michel aut https://www.taylorfrancis.com/books/9781003019978 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Bayle-Tourtoulou, Anne-Sophie Badoc, Michel The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain Neuromarketing Consumers' preferences Decision making Brand choice |
| title | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain |
| title_auth | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain |
| title_exact_search | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain |
| title_exact_search_txtP | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain |
| title_full | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain Anne-Sophie Bayle-Tourtoulou and Michel Badoc |
| title_fullStr | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain Anne-Sophie Bayle-Tourtoulou and Michel Badoc |
| title_full_unstemmed | The neuro-consumer adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain Anne-Sophie Bayle-Tourtoulou and Michel Badoc |
| title_short | The neuro-consumer |
| title_sort | the neuro consumer adapting marketing and communication strategies for the subconscious instinctive and irrational consumer s brain |
| title_sub | adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain |
| topic | Neuromarketing Consumers' preferences Decision making Brand choice |
| topic_facet | Neuromarketing Consumers' preferences Decision making Brand choice |
| url | https://www.taylorfrancis.com/books/9781003019978 |
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