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Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research
Darren Bridger
€ 45.99
€ 40.21
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Description for Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research
Paperback. Decoding the Irrational Consumer summarises the key principles from related disciplines (such as psychology, neuroscience and behavioural economics) and shows how they can be brought to bear in analysing hard data. Series: Marketing Science. Num Pages: 224 pages, black & white illustrations. BIC Classification: KJSM. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 158 x 234 x 15. Weight in Grams: 344.
Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer 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, ... Read more
Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer 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, ... Read more
Product Details
Publisher
Kogan Page Ltd
Format
Paperback
Publication date
2015
Series
Marketing Science
Condition
New
Number of Pages
224
Place of Publication
London, United Kingdom
ISBN
9780749473846
SKU
V9780749473846
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-1
About Darren Bridger
Darren Bridger works as a consultant to marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the consumer neuroscience industry, co-founding both the world's first full-service agency, Neuroco, and the first agency dedicated to serving the public relations industry, MindLab International, then joining the world's largest ... Read more
Reviews for Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research
A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field.
Steve ... Read more
Steve ... Read more