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Analyzing The Strategic Role Of Neuromarketing And Consumer Neuroscience
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Book Synopsis Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience by : Atli, Dincer
Download or read book Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience written by Atli, Dincer and published by IGI Global. This book was released on 2020-06-19 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.
Book Synopsis The Neuro-Consumer by : Anne-Sophie Bayle-Tourtoulou
Download or read book The Neuro-Consumer written by Anne-Sophie Bayle-Tourtoulou and published by Routledge. This book was released on 2020-04-24 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Applying Neuroscience to Business Practice by : Dos Santos, Manuel Alonso
Download or read book Applying Neuroscience to Business Practice written by Dos Santos, Manuel Alonso and published by IGI Global. This book was released on 2016-10-25 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.
Book Synopsis Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities by : de Sousa, Joana Coutinho
Download or read book Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities written by de Sousa, Joana Coutinho and published by IGI Global. This book was released on 2017-12-30 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.
Book Synopsis Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management by : Friedrich Gentner
Download or read book Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management written by Friedrich Gentner and published by Diplomica Verlag. This book was released on 2012-02 with total page 83 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to "B-to-B-Markenfhrung", Klaus Backhaus states: "Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Ver”ffentlichungen bis hin zu Lehrbchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Grnde hierfr liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung gepr„gt ist, die fr ?intangible assets?, wie sie die Marke darstellt, erfahrungsgem„á weniger Aufmerksamkeit aufbringen.". Even though the purchase decision is made by the "Buying Center" in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. This book will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application.
Book Synopsis NEUROMARKETING by : Branislav R. Tanasic
Download or read book NEUROMARKETING written by Branislav R. Tanasic and published by . This book was released on 2019-04-26 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuromarketing's science is articulated as a combination of marketing, medical knowledge, and the latest brain scanning technology which enabled the insight into bioelectric potentials of the brain. Prior to neuromarketing, the credibility of traditional research techniques was based on the degree of accuracy and honesty of respondents' answers. By developing neuromarketing, the observer is able to unambiguously detect changes by recording brain activity from the scalp of the respondents and identify the engaged brain region as a result of a particular stimulus from the environment. Changes in the nervous activity induce variations in cerebral metabolism, hemodynamic and electromagnetic signals, which can be measured by one of the following neuromarketing techniques. Emotion Response Analysis (ERA) uses electroencephalography image to identify the emotional response an individual has to a product or advertisement. Improving understanding of neural mechanisms in decision-making and insight into individual differences in behavior and personal preferences enables marketers to significantly promote more effectively. The ability to detect and measure the bioelectric potentials of the brain makes it possible to realize the old marketer's dreams to see the true reactions of the consumer and thus properly understand the behavior of the consumer. Consumer neuroscience studies the brain to predict and potentially even manipulate consumer behavior and decision making. Tools and methods used in neuromarketing analyzes are rapidly developing the ability to better visualize consumer subconscious responses to environmental concerns. In fact, neuromarketing represents the bridge between marketing and neuroscience, a research field that is developing extremely vigorously.
Book Synopsis Neuromarketing For Dummies by : Stephen J. Genco
Download or read book Neuromarketing For Dummies written by Stephen J. Genco and published by John Wiley & Sons. This book was released on 2013-07-29 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.
Book Synopsis Algorithmic Marketing and EU Law on Unfair Commercial Practices by : Federico Galli
Download or read book Algorithmic Marketing and EU Law on Unfair Commercial Practices written by Federico Galli and published by Springer Nature. This book was released on 2022-08-30 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Artificial Intelligence (AI) systems are increasingly being deployed by marketing entities in connection with consumers’ interactions. Thanks to machine learning (ML) and cognitive computing technologies, businesses can now analyse vast amounts of data on consumers, generate new knowledge, use it to optimize certain processes, and undertake tasks that were previously impossible. Against this background, this book analyses new algorithmic commercial practices, discusses their challenges for consumers, and measures such developments against the current EU legislative framework on consumer protection. The book adopts an interdisciplinary approach, building on empirical findings from AI applications in marketing and theoretical insights from marketing studies, and combining them with normative analysis of privacy and consumer protection in the EU. The content is divided into three parts. The first part analyses the phenomenon of algorithmic marketing practices and reviews the main AI and AI-related technologies used in marketing, e.g. Big data, ML and NLP. The second part describes new commercial practices, including the massive monitoring and profiling of consumers, the personalization of advertising and offers, the exploitation of psychological and emotional insights, and the use of human-like interfaces to trigger emotional responses. The third part provides a comprehensive analysis of current EU consumer protection laws and policies in the field of commercial practices. It focuses on two main legal concepts, their shortcomings, and potential refinements: vulnerability, understood as the conceptual benchmark for protecting consumers from unfair algorithmic practices; manipulation, the substantive legal measure for drawing the line between fair and unfair practices.
Book Synopsis Applications of Neuromarketing in the Metaverse by : Gupta, Monika
Download or read book Applications of Neuromarketing in the Metaverse written by Gupta, Monika and published by IGI Global. This book was released on 2023-05-22 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.
Book Synopsis Enhancing and Predicting Digital Consumer Behavior with AI by : Musiolik, Thomas Heinrich
Download or read book Enhancing and Predicting Digital Consumer Behavior with AI written by Musiolik, Thomas Heinrich and published by IGI Global. This book was released on 2024-05-13 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding consumer behavior in today's digital landscape is more challenging than ever. Businesses must navigate a sea of data to discern meaningful patterns and correlations that drive effective customer engagement and product development. However, the ever-changing nature of consumer behavior presents a daunting task, making it difficult for companies to gauge the wants and needs of their target audience accurately. Enhancing and Predicting Digital Consumer Behavior with AI offers a comprehensive solution to this pressing issue. A strong focus on concepts, theories, and analytical techniques for tracking consumer behavior changes provides the roadmap for businesses to navigate the complexities of the digital age. By covering topics such as digital consumers, emotional intelligence, and data analytics, this book serves as a timely and invaluable resource for academics and practitioners seeking to understand and adapt to the evolving landscape of consumer behavior.
Book Synopsis Data Analysis and Methods of Qualitative Research: Emerging Research and Opportunities by : Madondo, Silas Memory
Download or read book Data Analysis and Methods of Qualitative Research: Emerging Research and Opportunities written by Madondo, Silas Memory and published by IGI Global. This book was released on 2021-04-15 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: An intellectual property discussion is central to qualitative research projects, and ethical guidelines are essential to the safe accomplishment of research projects. Undertaking research studies without adhering to ethics may be dangerous to researchers and research subjects. Therefore, it is important to understand and develop practical techniques for handling ethics with a specific focus on qualitative projects so that researchers conducting this type of research may continue to use ethical practices at every step of the project. Data Analysis and Methods of Qualitative Research: Emerging Research and Opportunities discusses in detail the methods related to the social constructionist paradigm that is popular with qualitative research projects. These methods help researchers undertake ideal qualitative projects that are free from quantitative research techniques/concepts all while acquiring practical skills in handling ethics and ethical issues in qualitative projects. The chapters each contain case studies, learning outcomes, question and answer sections, and discuss critical research philosophies in detail along with topics such as ethics, research design, data gathering and sampling methods, research outputs, data analysis, and report writing. Featuring a wide range of topics such as epistemology, probability sampling, and big data, this book is ideal for researchers, practitioners, computer scientists, academicians, analysts, coders, and students looking to become competent qualitative research specialists.
Download or read book NEUROMARKETING written by DAVID SANDUA and published by David Sandua. This book was released on with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the transformative power of neuromarketing in revolutionizing how you sell and connect with consumers. This book unveils the secrets behind the science of selling, merging neuroscience with cutting-edge marketing strategies to seduce today's consumer. Embark on a fascinating journey through the human brain to understand how subconscious desires and emotions influence buying decisions. With practical examples, successful case studies, and proven techniques, this book equips you with the necessary tools to capture your audience's attention, create persuasive ads, and design irresistible products. Regardless of your company's size or the product you offer, neuromarketing opens the door to a deep understanding of consumer behavior, allowing you to innovate and excel in the saturated market.
Book Synopsis Introduction to Neuromarketing & Consumer Neuroscience by : Thomas Zoëga Ramsøy
Download or read book Introduction to Neuromarketing & Consumer Neuroscience written by Thomas Zoëga Ramsøy and published by . This book was released on 2015 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Fostering Global Entrepreneurship Through Business Model Innovation by : Gupta, Varun
Download or read book Fostering Global Entrepreneurship Through Business Model Innovation written by Gupta, Varun and published by IGI Global. This book was released on 2023-12-21 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the wake of the pandemic, the global business landscape has experienced unprecedented turbulence, challenging startups and established enterprises equally. This crisis has forced a profound reevaluation of traditional business models, pushing entrepreneurs and business leaders to innovate like never before. The urgency to adapt, particularly for those seeking to expand globally, has become a daunting task. How can entrepreneurs navigate this new, unpredictable terrain and find innovative pathways to success? Fostering Global Entrepreneurship Through Business Model Innovation answers the pressing predicament faced by entrepreneurs, startups, and business leaders in this age of uncertainty. This book has meticulously documented and analyzed real-world practices of startups that not only survived the pandemic but thrived through groundbreaking business model innovations.
Book Synopsis Change and Improvement in School-University Partnership Settings: Emerging Research and Opportunities by : Catelli, Linda A.
Download or read book Change and Improvement in School-University Partnership Settings: Emerging Research and Opportunities written by Catelli, Linda A. and published by IGI Global. This book was released on 2021-02-12 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now more than ever, the collaboration of researchers and practitioners from both PreK-12 and higher education in partnership and in research is imperative for solving problems in teaching and learning and for instituting fundamental change in education. There is growing empirical work on educational change and improvement in school-university partnership settings that should be explored. This applied research and research design impacts the initiation and institution of change in partnership settings. Thus, the role of research is an essential lever for reform. Practical perspectives are necessary to share for shaping a future in partnerships and to promote collaborative action and inquiry in school-university and professional development partnership settings. This includes changes in the partnerships’ classroom teaching, in school and college policies, student outcomes, course content, and in partnerships’ teacher education programs. Change and Improvement in School-University Partnership Settings: Emerging Research and Opportunities spotlights the types of research, research designs, and exemplar studies that were successful in producing changes and improvements in the longitudinal partnerships the author founded and directed. The chapters reveal what worked and why it worked along with brief descriptions of the exemplar studies that served as catalysts for change. In addition, a brief history of the partnership movement in America is given along with an overview of the current landscape of the different types of education partnerships prevalent today and their key research features. This book is ideal for researchers, scholars, teacher-researchers, change agents, professors, teacher educators, students, and graduate fellows interested in conducting practical and effective applied research for change and improvement in school-university partnership settings.
Book Synopsis Building Consumer-Brand Relationship in Luxury Brand Management by : Rodrigues, Paula
Download or read book Building Consumer-Brand Relationship in Luxury Brand Management written by Rodrigues, Paula and published by IGI Global. This book was released on 2020-10-23 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
Book Synopsis Ethics and Neuromarketing by : Andrew R. Thomas
Download or read book Ethics and Neuromarketing written by Andrew R. Thomas and published by Springer. This book was released on 2016-10-19 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.
