Anne-Sophie Bayle-Tourtoulou, Michel Badoc

The Neuro-Consumer

Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain

• Gebundenes Buch

Produktbeschreibung

Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations; the influence of social media and communities on consumers' decisions - when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 334
• Erscheinungstermin: 6. Mai 2020
• Englisch
• Abmessung: 240mm x 161mm x 23mm
• Gewicht: 668g
• ISBN-13: 9780367895907
• ISBN-10: 0367895900
• Artikelnr.: 59843830

Autorenporträt

Anne-Sophie Bayle-Tourtoulou is an Associate Professor of Marketing at HEC Paris where she holds academic responsibilities at the graduate and executive levels. Her interests deal with marketing strategy, retail and e-tail marketing, neuroscience and artificial intelligence. She is the co-author of Neuromarketing in Action. Michel Badoc is an Emeritus Professor at HEC Paris. He gives courses on neuroscience, marketing and sensory marketing. He develops consultancy activities for companies in Europe and North America. He is the co-author of Neuromarketing in Action and many books on banking and insurance marketing.

Inhaltsangabe

Acknowledgements
Introduction
Part I The Advent of the Neuro-Consumer
Introduction
Chapter 1 From Philosophical Theory to Neuroscience
Chapter 2 Consumer Behaviour Studied by Marketing Research
Chapter 3 Limits of Marketing Studies and the Advent of the "Neuro-Consumer"
Chapter 4 The Brain
Underestimated by Science for Centuries
Chapter 5 Neuromarketing and the Neuro-Consumer
Two 21st Century Inventions
Chapter 6 Neuroscientific Techniques Used to Understand the Neuro-Consumer's Behaviour
Points to Remember
Part II Understanding the Neuro-Consumer's Brain
Introduction
Chapter 7 The Neuro-Consumer's Brain: A Complex Organ
Chapter 8 Is the Brain Free or Programmed? Chapter 9 How Age and Gender Condition the Brain
Chapter 10 How Memory Conditions the Brain
Chapter 11 The Influence of Emotions and Desires
Points to Remember
Part III The Neuro-Consumer's Brain Influences by the Senses
Introduction
Chapter 12 The Neuro-Consumer and the Sense of Sight
Chapter 13 The Neuro-Consumer and the Sense of Hearing
Chapter 14 The Neuro-Consumer and the Sense of Smell
Chapter 15 The Neuro-Consumer and the Sense of Touch
Chapter 16 The Neuro-Consumer and the Sense of Taste
Points to Remember
Part IV The Neuro-Consumer's Brain Influenced by Innovation
Introduction
Chapter 17 The Influence of Innovation
Design and Packaging
Chapter 18 The Influence of the Price of Products and Services
Chapter 19 The Influence of Experiential and Sensory Marketing
Chapter 20 The Salesman Faced with the Neuro-Consumer
Points to Remember
Part V The Neuro-Consumer's Brain Influenced by Communication
Introduction
Chapter 21 Advertising Language
Chapter 22 Subliminal Influences of Communication on the Brain and the Nudge of Concept
Chapter 23 Brand's Subliminal Influence
Points to Remember
Part VI The Neuro-Consumer's Brain Influences by the Digital Revolution
Introduction
Chapter 24 When the Digital Revolution Changes the Brain's Perception
Chapter 25 The Brain and the Emergence of the Social Networks
Points to Remember
Conclusion
A Vision of the Future
Selected Bibliography
Index