Úrsula Kopke

Neuroscience applied to consumer behaviour

How neuromarketing can help companies better understand their consumers

• Broschiertes Buch

Produktbeschreibung

What are the variables that act at the moment a consumer chooses one product over another? Which areas of the brain are involved in the development and continuity of affective ties between customers and brands? Is it possible to use neuroscience to enhance a company's image? These marketing dilemmas are discussed and answered by the author, with the investigation of historical and economic factors that impact human consumption behaviour. There is also an in-depth study of the biological agents that influence consumers at the moment of purchase. The reader will also have access to neuromarketing research, developed by Neuro-Insight, an Australian market research company focused on applied neuroscience. Follow the analysis of the piece and the result of the advertising investment (commercial) for the advertiser. It's time to discover how this innovative research methodology can help businesses improve their communication, increase their sales and create lasting relationships with their target audience.

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Produktdetails

• Verlag: Our Knowledge Publishing
• Seitenzahl: 76
• Erscheinungstermin: 26. Juni 2023
• Englisch
• Abmessung: 220mm x 150mm x 5mm
• Gewicht: 131g
• ISBN-13: 9786206131199
• ISBN-10: 620613119X
• Artikelnr.: 68324269

Autorenporträt

Publicist with +5 years of experience in digital marketing and branding. Participated in the team of Neuromarketing and Neuroeconomics São Paulo and spoke at Summit Pro Web. Developed a monograph on consumer neuroscience, which was the subject of her talk at TEDx AEDB, and later presented at Brasconference, at Harvard University (USA).