Unconscious Branding How Neuroscience Can Empower (and Inspire) Marketing

Name: Unconscious Branding How Neuroscience Can Empower (and Inspire) Marketing
Price: 4.06 USD
Availability: InStock
ISBN: 9780230341791

ISBN-10: 0230341799

ISBN-13: 9780230341791

Edition: 2012

Authors: Douglas Van Praet

List price: $28.00

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Description:

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can’t tell us because they don’t really know. Before marketers develop strategies, they need to recognize that consumers have strategies too…human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies…

Book details

List price: $28.00
Copyright year: 2012
Publisher: St. Martin's Press
Publication date: 11/13/2012
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.012
Language: English



Introduction



The Science Below Our Deeper Behavior



The Myth of Marketing



Humans, Not Consumers



The Biology of Behavior



The Seven Steps to Behavior Change



Step One: Interrupt the Pattern



Step Two: Create Comfort



Step Three: Lead the Imagination



Step Four: Shift the Feeling



Step Five: Satisfy the Critical Mind



Step Six: Change the Associations



Step Seven: Take Action


Afterword


Acknowledgments


Notes


Index