- Main
- Business & Economics - Sales & Marketing
- The Neuro-Consumer: Adapting Marketing...
The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain
Anne-Sophie Bayle-Tourtoulou, Michel Badoc你有多喜欢这本书?
下载文件的质量如何?
下载该书,以评价其质量
下载文件的质量如何?
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 organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior.
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 behaviors 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; and
the ethical limits and considerations that organizations must heed when following these principles.
Authored by two globally recognized 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.
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 behaviors 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; and
the ethical limits and considerations that organizations must heed when following these principles.
Authored by two globally recognized 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.
年:
2020
出版:
1
出版社:
Routledge
语言:
english
页:
332
ISBN 10:
1003019978
ISBN 13:
9781003019978
文件:
EPUB, 1.39 MB
您的标签:
IPFS:
CID , CID Blake2b
english, 2020
在1-5分钟内,文件将被发送到您的电子邮件。
该文件将通过电报信使发送给您。 您最多可能需要 1-5 分钟才能收到它。
注意:确保您已将您的帐户链接到 Z-Library Telegram 机器人。
该文件将发送到您的 Kindle 帐户。 您最多可能需要 1-5 分钟才能收到它。
请注意:您需要验证要发送到Kindle的每本书。检查您的邮箱中是否有来自亚马逊Kindle的验证电子邮件。
正在转换
转换为 失败