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Books > Social sciences > Psychology > Cognition & cognitive psychology
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The Neuro-Consumer - Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain (Hardcover)
Loot Price: R1,592
Discovery Miles 15 920
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The Neuro-Consumer - Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain (Hardcover)
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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.
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