Efnisyfirlit

• Contents at a Glance
• Table of Contents
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Beyond the Book
  • Where to Go from Here
• Part I: The Brave New World of Neuromarketing
  • Chapter 1: What Neuromarketing Is and Isn’t
    • Defining Neuromarketing
    • Understanding the New Scientific Foundations of Neuromarketing
    • Exploring Where Marketers Are Using Neuromarketing Today
    • Explaining How Neuromarketing Measures Consumer Responses
    • Succeeding with Neuromarketing Studies
  • Chapter 2: What We Know Now That We Didn’t Know Then
    • How We Used to Think about Consumers
    • How People Really See and Interpret the World
    • Replacing the Rational Consumer Model with the Intuitive Consumer Model
  • Chapter 3: Putting Neuromarketing to Work
    • Building Better Brands with Neuromarketing
    • Designing Better Products and Packages with Neuromarketing
    • Creating Effective Ads with Neuromarketing
    • Understanding the Mind of the Shopper with Neuromarketing
    • Appealing to Brains Online with Neuromarketing
    • Producing Compelling Entertainment with Neuromarketing
  • Chapter 4: Why Neuromarketing Matters
    • Potential Dangers of Neuromarketing
    • Potential Benefits of Neuromarketing
    • Learning to Live with Neuromarketing: The New Realities
• Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer
  • Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior
    • The Intuitive Consumer Is a Cognitive Miser
    • The Nonconscious Mind Anchors Us in the Moment
    • So, What Is Consciousness Good for, Anyway?
    • The Three Master Variables of Neuromarketing Research
  • Chapter 6: The Central Role of Emotions in Consumer Responses
    • Understanding Nonconscious Emotional “Markers”
    • Emotions and Attention
    • Emotions and Memory
  • Chapter 7: New Understandings of Consumer Goals and Motivation
    • Looking at How Goals Drive Us
    • Having Goals We’re Not Aware Of
    • Consumer Motivation, Goal Seeking, and Goal Attainment
  • Chapter 8: Why We Buy the Things We Buy
    • How People Make Decisions
    • Why Consumer Decisions Aren’t Rational
    • The Limits of Persuasive Messaging in Consumer Decision Making
• Part III: Neuromarketing in Action
  • Chapter 9: Brands on the Brain
    • Brands Are About Connections
    • How Brands Impact Our Brains
    • Why Leading Brands Are So Hard to Displace
    • Using Neuromarketing to Test Brands
  • Chapter 10: Creating Products and Packages That Please Consumers’ Brains
    • How New Products Get Noticed
    • Neurodesign of Everyday Things
    • Neuromarketing and New Product Innovation
    • Using Neuromarketing to Test Product and Package Designs
  • Chapter 11: Advertising Effectiveness
    • Two Views of How Advertising Works
    • Driving the Direct Route to Advertising Effectiveness
    • Taking the Indirect Route to Advertising Effectiveness
    • Using Neuromarketing to Test Advertising
  • Chapter 12: The Shopping Brain and In-Store Marketing
    • Understanding the Mind of the Shopper
    • Making Stores More Brain-Friendly
    • Using Neuromarketing to Test Shopping Environments
  • Chapter 13: When Consumers’ Brains Go Online
    • Understanding How Online Marketing Is Different
    • Building the Perfect Website
    • Satisfying (Almost) All Our Needs Online
    • How to Use Neuromarketing to Test Online Experiences and Marketing Effectiveness
  • Chapter 14: Entertainment Effectiveness
    • Why Our Brains Like Stories
    • Neuromarketing Goes to the Movies
    • Product Placement in Movies, TV Shows, and Beyond
    • The Future of Entertainment: Immersive Games and Simulations
    • Using Neuromarketing to Test Entertainment
• Part IV: Measuring Consumer Response with Neuromarketing
  • Chapter 15: Traditional Approaches: Why Not Just Ask People?
    • Understanding Why Asking Questions Is Risky Business
    • Introducing the Three Workhorses of Market Research
    • Other Ways to Ask Consumers Questions
    • Mixing and Matching Traditional and Neuromarketing Approaches
  • Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain
    • Understanding Where Neuromarketing Signals Originate
    • Capturing Signals from the Body
    • Capturing Signals from the Brain
    • Putting Technologies in Their Proper Place
  • Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers
    • Running Response-Time Studies
    • Leveraging Online Services to Tap Into the Wisdom of Crowds
    • Conducting Do-It-Yourself Behavioral Experiments
    • Balancing Costs and Benefits in Neuromarketing Studies
  • Chapter 18: Picking the Right Approach for Your Research Needs
    • Summarizing What You Can Measure with Neuromarketing
    • Matching Neuromarketing Approaches to Research Questions
    • Integrating Neuromarketing and Traditional Research Approaches
• Part V: Living with Neuromarketing: Practical and Ethical Considerations
  • Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures
    • Experimental Design: Identifying How Good Experiments Work
    • Measurement Theory: Understanding Validity and Reliability
    • Reverse Inference: Connecting Brain Measures to States of Mind
    • Statistical Significance: Knowing When to Believe the Results
    • Normative Data: Linking Findings to the Real World
  • Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies
    • What Are Your Business Objectives for This Study?
    • What Hypothesis Are You Testing and What’s the Best Test to Use?
    • Are You Testing the Right Materials?
    • Are You Sampling from the Right Population?
    • How Will Your Results Change Your Business Actions?
    • Don’t Pay the Price of a Failure to Communicate
  • Chapter 21: Picking the Right Neuromarketing Partner
    • Knowing What You Need from a Neuromarketing Partner
    • Looking At Your Options
    • Neuromarketing Orientations and Specializations
    • Questions to Ask a Prospective Neuromarketing Partner
  • Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications
    • Doing Neuromarketing Ethically
    • Moving the Industry toward “Neuro-Standards”
    • Understanding Legal Issues Concerning Neuromarketing
    • Using Neuromarketing to Make Us Healthier and Wiser
• Part VI: The Part of Tens
  • Chapter 23: Ten Mistaken Beliefs about Neuromarketing
    • Your Brain Has a “Buy Button”
    • Marketing Can Control You
    • Neuromarketing Can Implant Ideas in Your Head
    • Your Nonconscious Can Overrule Your Conscious Mind
    • Neuromarketing Will Kill Creativity in Marketing
    • Surveys and Focus Groups Are Dead
    • Neuromarketing Is Inherently Evil
    • Neuromarketing Isn’t Based on Real Research
    • Neuromarketing Is Only about Advertising
    • All Neuromarketers Always Tell the Truth
  • Chapter 24: Ten Scientific Pillars Underlying Neuromarketing
    • System 1 and System 2
    • Priming
    • Emotional “Somatic Markers”
    • Processing Fluency
    • Misattribution
    • Nonconscious Goal Pursuit
    • Low-Attention Processing
    • Implicit Memory
    • Implicit Decisions
    • Reverse Inference
• Index
• About the Authors

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