***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, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.
Generi Scienza e Tecnica » Matematica » Argomenti d'interesse generale » Matematica per gli scienziati » Ingegneria e Tecnologia » Tecnologia, Altri titoli , Economia Diritto e Lavoro » Marketing, Pubblicità e Vendite » Ricerche di mercato » Marketing e vendite » Pubblicità » Economia » Economia, altri titoli , Politica e Società » Problemi e Processi sociali » Consumismo » Comunicazione e Media » Pubblicità e società
Editore Kogan Page
Formato Ebook con Adobe DRM
EAN-13 9780749473853 9780749473853