Decoding the Irrational Consumer by Darren Bridger

Decoding the Irrational Consumer How to Commission, Run and Generate Insights from Neuromarketing Research Paperback Aug 3 2015

By Darren Bridger
Paperback
$24.60 USD

Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.

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Product Details

Format
Paperback
Publisher
Kogan Page Ltd
Publication date
Aug 3 2015
Language
English
Pages
224
ISBN-13
9780749473846
ISBN-10
0749473843
Weight
345g
Dimensions
156.0mm x 234.0mm

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