Decoding the irrational consumer: how to commission, run and generate insights from neuromarketing research
"New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global...
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
2015
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| Schriftenreihe: | Marketing science
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| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028410022&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Zusammenfassung: | "New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying. Decoding the Irrational Consumer provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography".."Marketers increasingly understand that consumer decisions are often irrational, emotional and subconscious. A new generation of research tools, including behavioral economics, eye-tracking, implicit response measures, and facial coding can measure and illuminate these irrational drives. However, whilst there are many books on this subject, none cover all these techniques and the key theories in a way that helps marketers become neuroliterate. Decoding the Irrational Consumer will equip marketers and researchers with an understanding of each neuromarketing tool, its relative strengths and weaknesses, and how to use it to generate consumer insights. Decoding the Irrational Consumer demonstrates how to interpret data and turn it into actionable insights. It explains the pros and cons of |
| Umfang: | xiii, 210 Seiten |
| ISBN: | 9780749473846 |
Internformat
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| 520 | 8 | |a "New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying. Decoding the Irrational Consumer provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography".."Marketers increasingly understand that consumer decisions are often irrational, emotional and subconscious. A new generation of research tools, including behavioral economics, eye-tracking, implicit response measures, and facial coding can measure and illuminate these irrational drives. However, whilst there are many books on this subject, none cover all these techniques and the key theories in a way that helps marketers become neuroliterate. Decoding the Irrational Consumer will equip marketers and researchers with an understanding of each neuromarketing tool, its relative strengths and weaknesses, and how to use it to generate consumer insights. Decoding the Irrational Consumer demonstrates how to interpret data and turn it into actionable insights. It explains the pros and cons of | |
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Datensatz im Suchindex
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| adam_text | DECODING THE IRRATIONAL CONSUMER
/ / / BRIDGER, DARREN.
: : : 2015
TABLE OF CONTENTS / INHALTSVERZEICHNIS
^^ - 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
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
|
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| indexdate | 2024-12-20T17:25:01Z |
| institution | BVB |
| isbn | 9780749473846 |
| language | English |
| lccn | 015022723 |
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| physical | xiii, 210 Seiten |
| publishDate | 2015 |
| publishDateSearch | 2015 |
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| series2 | Marketing science |
| spellingShingle | Bridger, Darren Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research BUSINESS & ECONOMICS / Marketing / Research bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Consumer Behavior bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Marketing research Consumer behavior BUSINESS & ECONOMICS / Marketing / Research BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Consumer Behavior BUSINESS & ECONOMICS / Marketing / General Verbraucherverhalten (DE-588)4062644-1 gnd Neuromarketing (DE-588)7601901-9 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)7601901-9 |
| title | Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research |
| title_auth | Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research |
| title_exact_search | Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research |
| title_full | Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research Darren Bridger |
| title_fullStr | Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research Darren Bridger |
| title_full_unstemmed | Decoding the irrational consumer how to commission, run and generate insights from neuromarketing research Darren Bridger |
| title_short | Decoding the irrational consumer |
| title_sort | decoding the irrational consumer how to commission run and generate insights from neuromarketing research |
| title_sub | how to commission, run and generate insights from neuromarketing research |
| topic | BUSINESS & ECONOMICS / Marketing / Research bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Consumer Behavior bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Marketing research Consumer behavior BUSINESS & ECONOMICS / Marketing / Research BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Consumer Behavior BUSINESS & ECONOMICS / Marketing / General Verbraucherverhalten (DE-588)4062644-1 gnd Neuromarketing (DE-588)7601901-9 gnd |
| topic_facet | BUSINESS & ECONOMICS / Marketing / Research BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Consumer Behavior BUSINESS & ECONOMICS / Marketing / General Wirtschaft Marketing research Consumer behavior Verbraucherverhalten Neuromarketing |
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