Informasi Umum

Kode

21.21.007

Klasifikasi

658.834 3 - Consumer attitudes, Preferences, Reactions, Brand preferences, Consumer satisfaction

Jenis

Buku - Elektronik (E-Book)

Subjek

Consumer Preferences

No. Rak

22

Informasi Lainnya

Abstraksi

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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Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Anne Sophie Bayle, Tourtoulou, Michle Badoc
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Routledge
Kota	New York
Tahun	2020

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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