Libro Decoding the Irrational Consumer: How to Commission, run and Generate Insights From Neuromarketing R De Darren Bridger

portada Decoding the Irrational Consumer: How to Commission, run and Generate Insights From Neuromarketing Research (Marketing Science)

Formato

Libro Físico

Editorial

Kogan Page

Autor

Darren Bridger

Año

2015

Idioma

Inglés

N° páginas

224

Encuadernación

Tapa Blanda

ISBN13

9780749473846

N° edición

Categorías

Decoding the Irrational Consumer: How to Commission, run and Generate Insights From Neuromarketing Research (Marketing Science)

Darren Bridger (Autor) · Kogan Page · Tapa Blanda

Sin Stock

Reseña del libro "Decoding the Irrational Consumer: How to Commission, run and Generate Insights From Neuromarketing Research (Marketing Science)"

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.