The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind…mehr
The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Pepe Martínez is the Managing Director of Millward Brown Iberia. He was previously the head of Euroqual, the European qualitative research network and has won four awards from the Spanish Marketing Research Society, AEDEMO, for his work. He gives frequent lectures throughout Europe at universities, business schools and marketing forums on the relationship between young consumers and brands, social media and qualitative research.
Inhaltsangabe
Preface Acknowledgements 01 Introduction A look back What is neuromarketing? Neuroscience is already producing results A glimpse of the future The aim of this book 02 Starting point: the pillars of the human mind Evolution is capricious The four basic mental functions The mind and the theatre Enter your mind! 03 The alarm clock rings 04 The world surrounding us External versus internal reality Our mind influences perception Analysis of different logos 05 Careful! Watch out! Our environment is overflowing Attention in action: in the supermarket or the disco Differences between perception and attention 06 Do you remember? Our memory and Google We have many types of memory Memory and senses Working memory Memory constructs and reconstructs A research study on remembering advertising slogans Designing questionnaires or drawing up guidelines 07 Wonderful! The origins of the word "emotion" What is our relationship with our emotions? Where are emotions born and where do they live? Brands, communications and emotions 08 How clever! The classical approach to intelligence A new concept of intelligence Social intelligence 09 Who's the boss here? The boss Who am I? What am I like? 10 Make your mind up! A long cultural tradition The rational-emotional binomial The consumer and decision making Advertising campaigns, reasoning and emotions 11 I want to be happy! The illusion of happiness Happiness from the psychological point of view Happiness on the biological level Happiness study at Millward Brown 12 I'm off to bed! Time for a rest Dream discourse and advertising discourse 13 Summary of the brain's mental functions 14 Brands, communications and the mind The brand's function New challenges for brands The keys to brand success Brand leaders Building brands The digital revolution Brands in the social media 15 Millward Brown and neuroscience The Branded Mind Improving our brainpower The contributions of neuroscience to marketing research A glimpse of the future 16 Final reflections: philosophy and the mind Bibliography Index About Millward Brown
Preface Acknowledgements 01 Introduction A look back What is neuromarketing? Neuroscience is already producing results A glimpse of the future The aim of this book 02 Starting point: the pillars of the human mind Evolution is capricious The four basic mental functions The mind and the theatre Enter your mind! 03 The alarm clock rings 04 The world surrounding us External versus internal reality Our mind influences perception Analysis of different logos 05 Careful! Watch out! Our environment is overflowing Attention in action: in the supermarket or the disco Differences between perception and attention 06 Do you remember? Our memory and Google We have many types of memory Memory and senses Working memory Memory constructs and reconstructs A research study on remembering advertising slogans Designing questionnaires or drawing up guidelines 07 Wonderful! The origins of the word "emotion" What is our relationship with our emotions? Where are emotions born and where do they live? Brands, communications and emotions 08 How clever! The classical approach to intelligence A new concept of intelligence Social intelligence 09 Who's the boss here? The boss Who am I? What am I like? 10 Make your mind up! A long cultural tradition The rational-emotional binomial The consumer and decision making Advertising campaigns, reasoning and emotions 11 I want to be happy! The illusion of happiness Happiness from the psychological point of view Happiness on the biological level Happiness study at Millward Brown 12 I'm off to bed! Time for a rest Dream discourse and advertising discourse 13 Summary of the brain's mental functions 14 Brands, communications and the mind The brand's function New challenges for brands The keys to brand success Brand leaders Building brands The digital revolution Brands in the social media 15 Millward Brown and neuroscience The Branded Mind Improving our brainpower The contributions of neuroscience to marketing research A glimpse of the future 16 Final reflections: philosophy and the mind Bibliography Index About Millward Brown
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