The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
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Thus, since brand choices are decisions, marketing is all about the impact of emotions, and advertising specialists should be more interested in understanding feelings. He also debates the differences between consciousness and unconsciousness and reaches an interesting perspective on how they are used in defining neuromarketing.
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Also, the author tries to caution the reader about the over-claims of neuroscience applied in marketing and to direct him to distinguish and be interested only in valid research from the literature. The author emphasizes that nearly everything we believed was best practice remains best practice, but in some cases we now understand some things better than before.
Neuroscience contributes to marketing both at a macro level — importance of emotion in attention and role of feelings in brand choice — and micro level — giving the ability to measure arousal levels when people watch advertisements. Erik du Plessis begins from the micro-level, with information about neurons and synapses, and ends the book with marketing implications of attention, the brand soma, the heuristics of decision making in market segmentation and optimization of advertising budgets.
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He also explains what we can expect in the future and shares his opinion on how neuromarketing will develop in research, in both academic and business side. Like this: Like Loading He gave the neuromarketing […] December 9, pm. El a oferit […] December 27, pm. Leave a Reply Cancel reply Your email address will not be published. Books of the moment:. Looking for something in particular?
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All Rights Reserved. Book Description Condition: Brand New. Printing in English language.
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ISBN 13: 9780749461256
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Synopsis About this title The Branded Mind is about how people think, and in particular how people think about brands. Review : "[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher.
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Seller Rating:. Branded Mind Erik Du Plessis. Published by Kogan Page Limited New Hardcover Quantity Available: 5. Books in my Basket New Delhi, India. Seller Image.
New Hardcover Quantity Available: Branded Mind Du Plessis, Erik. New Quantity Available: BookVistas New Delhi, India. Published by Kogan Page.