Neuromarketing for Dummies

Table of Contents

Introduction

Part I. The Brave New World of Neuromarketing

An overview of the new world of neuromarketing and the topics to be covered in more detail in the rest of the book. If you want a quick summary of what neuromarketing is and what this book is about, start here.

Chapter 1. What Neuromarketing Is and Isn’t
  • Getting a definition of neuromarketing
  • Making sense of the science behind neuromarketing
  • Seeing how neuromarketing is being used today
  • Understanding the basics of neuromarketing measurement
  • Succeeding with neuromarketing research
  • Chapter 2. What We Know Now That We Didn’t Know Then
    • Understanding how consumer behavior has been viewed and tested for years
    • Discovering how people perceive and interpret the world around them
    • Thinking about people as intuitive consumers, not rational consumers
    Chapter 3. Putting Neuromarketing to Work
    • Summarizing how neuromarketing is being applied today in different marketing areas
    • Seeing that neuromarketing is about more than just making people buy stuff
    • Showing how neuromarketing provides a new perspective on how consumers think and act
    Chapter 4. Why Neuromarketing Matters
    • Understanding the contribution neuromarketing can make to marketing
    • Considering the risks inherent in neuromarketing and how to mitigate them
    • Exploring the potential benefits of neuromarketing
    • Seeing neuromarketing in a broader context

    Part II. The Essence of Neuromarketing: The Nonconscious Mind of the Consumer

    A look at the scientific advances across numerous fields that have provided us with a radical new view into how the consumer’s mind operates.

    Chapter 5. The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior
    • Understanding intuitive brain processes
    • Appreciating how we think nonconsciously
    • Taking a second look at the purpose of conscious thinking
    • Identifying three key variables for neuromarketing research
    Chapter 6. The Central Role of Emotions in Consumer Responses
    • Seeing why nonconscious emotions are central to consumer responses
    • Understanding how nonconscious emotions differ from conscious feelings
    • Appreciating the subtle ways emotions impact our bodies, and vice versa
    • Explaining how emotions influence attention and memory
    Chapter 7. New Understandings of Consumer Goals and Motivation
    • Understanding the new science of motivation
    • Seeing how nonconscious goals guide behavior
    • Examining implications for marketers and consumers
    • Putting together a new view of how consumers shop and buy
    Chapter 8. Why We Buy the Things We Buy
    • Summarizing how nonconscious processes impact consumer decision making
    • Digging deeper into how System 1 and System 2 thinking contribute to consumer choice
    • Understanding the differences between explicit and implicit decision making
    • Clarifying why consumers may not be rational but can still be predictable
    • Introducing judgment heuristics as an important nonconscious source of consumer decisions
    • Explaining why persuasion often fails to play its expected role in influencing consumer choices

    Part III. Neuromarketing in Action

    How and where neuromarketing is being applied today.

    Chapter 9. Brands on the Brain
    • Understanding how connections in the brain build strong brands
    • Seeing how successful brands influence us
    • Discovering how strong brands create lasting market impact
    • Identifying ways to test and build stronger brands
    Chapter 10. Creating Products and Packages That Please Consumers’ Brains
    • Looking at the balance between standing out and fitting in on the shopping shelf
    • Understanding what makes product and package designs emotionally compelling to the brain
    • Tackling the big problem of product innovation that so often fails
    • Identifying neuromarketing principles and methods to apply in each of these areas
    Chapter 11. Advertising Effectiveness
    • Distinguishing between two views of how advertising works
    • Understanding challenges to the traditional model of advertising effectiveness
    • Seeing how ads can be effective even when we aren’t paying much attention to them
    • Learning how ads can impact brand attitudes and sales without containing a persuasive message
    Chapter 12. The Shopping Brain and In-Store Marketing
    • Understanding why and how we shop
    • Exploring the multisensory nature of shopping
    • Identifying different shopping styles based on personality traits and gender
    • Discovering ways to design the shopping environment for maximum impact
    Chapter 13. When Consumers’ Brains Go Online
    • Recognizing how online marketing is different from traditional marketing
    • Understanding how our brains consume web pages
    • Looking at what causes website frustration, confusion, and rejection
    • Seeing how we use nonconscious processes when we go online
    • Identifying three major ways the Internet is changing our world
    Chapter 14. Entertainment Effectiveness
    • Appreciating the power of stories to entertain and persuade
    • Understanding why our brains are attracted to movies and video games
    • Discovering how product placement works, and why it’s a growing practice in entertainment
    • Seeing how neuromarketing can be used to test entertainment effectiveness

    Part IV. Measuring Consumer Response with Neuromarketing

    A look at the full spectrum of available market research methodologies, from the most traditional to the most cutting-edge.

    Chapter 15. Traditional Approaches: Why Not Just Ask People?
    • Understanding why consumers often don’t know what they think, but believe they do
    • Asking questions consumers are more likely to answer truthfully and accurately
    • Identifying the pros and cons of the three workhorses of traditional market research
    • Appreciating why we need to measure both conscious and nonconscious consumer responses
    Chapter 16. Neuromarketing Measures: Listening to Signals from The Body and The Brain
    • Understanding how signals are produced by the human nervous system
    • Seeing how neuromarketing captures signals from the body
    • Looking at how neuromarketing captures signals from the brain
    • Balancing the focus on technologies versus business questions in neuromarketing
    Chapter 17. Neuromarketing on a Budget: Inexpensive Ways to Learn From Your Customers
    • Setting up and running behavioral response-time studies
    • Using online services and “gamification” to test marketing materials inexpensively
    • Conducting do-it-yourself behavioral experiments, in store and online
    • Deciding how to trade off the costs and benefits of different types of neuromarketing studies
    Chapter 18. Picking the Right Approach for Your Research Needs
    • Summarizing the range of consumer brain responses measured by neuromarketing
    • Classifying which technologies are best for measuring responses in six marketing areas
    • Seeing how some companies are combining neuromarketing and other research approaches

    Part V. Living with Neuromarketing: Practical and Ethical Considerations

    Reviewing some important practical and ethical considerations for using neuromarketing. 

    Chapter 19. Five Things You Need to Know about Neuromarketing Studies and Measures
    • Seeing how good experiments work
    • Understanding validity and reliability of neuromarketing metrics
    • Looking at what reverse inference is and why it matters
    • Knowing what statistics to expect in neuromarketing studies, now and in the future
    • Appreciating how normative data connects neuromarketing to real-world business decisions
    Chapter 20. A Pre-Flight Checklist for Successful Neuromarketing Studies
    • Reviewing five pitfalls that lead research studies astray
    • Seeing how to avoid those pitfalls
    • Working more effectively with research partners to get the results you’re looking for
    Chapter 21. Picking the Right Neuromarketing Partner
    • Knowing when to seek the help of a neuromarketing partner
    • Understanding the difference between neuromarketing vendors and consultants
    • Exploring the pros and cons of neuromarketing specialists and generalists
    • Asking the right questions to pick the best business partner for your research needs
    Chapter 22. Neuromarketing Ethics, Standards, and Public Policy Implications
    • Making sure neuromarketing is done ethically
    • Seeing how the neuromarketing industry is developing standards and practices
    • Understanding some important legal questions about neuromarketing
    • Considering the idea that neuromarketing may actually be good for you

    Part VI. The Part of Tens

    Highlighting some of the most important points from the book in two “top ten” lists

    Chapter 23. Ten Mistaken Beliefs About Neuromarketing
    • Separating fact from fiction about neuromarketing
    • Putting neuromarketing news and opinions in context
    • Avoiding the hype about neuromarketing
    Chapter 24. Ten Scientific Pillars Underlying Neuromarketing
    • Picking the most important scientific foundations of neuromarketing
    • Reviewing how nonconscious processes change our understanding of consumer behavior
    • Reminding ourselves why consumers are not always rational
    • Remembering the big scientific themes that have been emphasized throughout this book
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