Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research /
| Main Author: | |
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| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
London ; Philadelphia :
Kogan Page,
2015.
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| Series: | Marketing science series.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Machine generated contents note: Foreword
- Preface
- Acknowledgements Part One Theoretical insights 01 The irrational consumer (introduction)
- How the view of the rational consumer crumbled
- Hunter-gatherers in the shopping mall
- The irrational non-conscious
- Dual-process decisions
- The types of data that are hard to measure rationally
- How the irrational can be decoded
- How companies are using this data
- Summary
- Notes02 The brain: attention, memory and emotion
- Attention
- Memory
- Emotion
- Embodied cognition
- Summary
- Notes03 Neuroaesthetics
- Beauty
- Faces
- Colours
- Culture
- Eight neuro-principles and their implications
- Using neuro-principles
- Summary
- Notes04 Behavioural economics
- Value is not rationally objective
- Ecological rationality
- Heuristics
- Nudges: small interventions with big effects
- Choice architecture and the $300 million button
- Summary
- NotesPart Two The new research tools 05 Guidelines for experiments
- Principles for neuro-testing
- Realism versus control
- Recruitment and cultural differences
- Benchmarking and normalizing
- Lab, online and real-world testing
- Interesting questions for experiments
- Summary
- Notes06 Eye-tracking
- How we see
- Detail versus gist
- Eye-trackers
- What draws the eye?
- Fixation predicts choice
- Pros and cons
- Summary
- Notes07 Implicit response measures
- Implicit memory webs
- Academic underpinning
- The Implicit Association Test (IAT)
- Affective and evaluative priming tests
- Summary
- Notes08 Facial action coding
- The six primary emotions
- Automated FACS (aFACS)
- What it is most useful for
- Summary
- Notes09 Biometrics
- The nervous system
- Key biometric considerations
- Heart activity
- Skin conductance (GSR or EDR)
- Pupillometry
- Other measures
- Pros and cons of biometrics
- Summary
- Note10 Neuro-measures
- fMRI
- EEG
- SST
- SummaryPart Three Putting it all together 11 Computational neuroscience
- Predicting successful music and movies
- Predicting where you will look
- The maths of beauty
- What will be the role of computational neuroscience?
- Summary
- Notes12 Smarter survey design
- Psychological limits to survey design
- Theory of planned behaviour
- Cognitive interviewing
- Creating smarter surveys
- Summary
- Notes13 Combining techniques
- Some typical combinations
- Tracking combinations
- Parallel combinations
- Visualizing combined results
- Anatomy of an ad
- Combining vendors
- Combining with sales data
- Summary
- Notes14 Conclusions
- The future
- Limitations and ethical issues
- Narrow explanations could become locked-in
- Doesn't measure longer-term reactionsGlossary
- Further Reading
- Index .