Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research

Publication Data

• Title Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research
• Author Darren Bridger
• Publisher Kogan Page
• Publication date 2015
• Publication location London
• Language English

Contents

• Section - ONE: Theoretical Insights;
• • Chapter - 01: The Irrational consumer;
  • Chapter - 02: What marketers need to know about the brain;
  • Chapter - 03: Neuro-aesthetics;
  • Chapter - 04: Behavioural Economics;
• Section - TWO: The New Research Tools;
• • Chapter - 05: Guidelines for experiments;
  • Chapter - 06: Eye-tracking;
  • Chapter - 07: Implicit- response measures;
  • Chapter - 08: Facial Action Coding;
  • Chapter - 09: Biometrics;
  • Chapter - 10: Neuro-metrics;
• Section - THREE: Putting it all Together;
• • Chapter - 11: Computational Neuroscience;
  • Chapter - 12: Smarter surveys;
  • Chapter - 13: Combining measures;
  • Chapter - 14: Conclusion

Topics

• Neuromarketing
• Consumer behavior

Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research by Darren Bridger. ISBN 9780749473853. Published by Kogan Page in 2015. Publication and catalogue information, links to buy online and reader comments.