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The Consumer Mind
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Book Synopsis The Consumer Mind by : Pepe Martínez
Download or read book The Consumer Mind written by Pepe Martínez and published by Kogan Page Publishers. This book was released on 2012-06-03 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.
Book Synopsis Decoding the New Consumer Mind by : Kit Yarrow
Download or read book Decoding the New Consumer Mind written by Kit Yarrow and published by John Wiley & Sons. This book was released on 2014-03-31 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Take a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands. Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we shop we show greater emotionality, hunting for more intense experiences and seeking relief and distraction online. A profound sense of isolation and individualism shapes the way we express ourselves and connect with brands and retailers. Neurological research even suggests that our brains are rewired, altering what we crave, how we think, and where our attention goes. Decoding the New Consumer Mind provides marketers with practical ways to tap into this new consumer psychology, and Yarrow shows how to combine technology and innovation to enhance brand image; win love and loyalty through authenticity and integrity; put the consumer’s needs and preferences front and center; and deliver the most emotionally intense, yet uncomplicated, experience possible. Armed with Yarrow’s strategies, marketers will be able to connect more effectively with consumers—driving profit and success across the organization.
Download or read book Neuromarketing written by Leon Zurawicki and published by Springer Science & Business Media. This book was released on 2010-09-02 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.
Book Synopsis Advertising and the Mind of the Consumer by : MAX. SUTHERLAND
Download or read book Advertising and the Mind of the Consumer written by MAX. SUTHERLAND and published by Routledge. This book was released on 2021-03-31 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery. In this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why. Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us-for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
Book Synopsis Marketing Metaphoria by : Gerald Zaltman
Download or read book Marketing Metaphoria written by Gerald Zaltman and published by Harvard Business Press. This book was released on 2008 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.
Book Synopsis Advertising and the Mind of the Consumer by : Max Sutherland
Download or read book Advertising and the Mind of the Consumer written by Max Sutherland and published by Kogan Page Publishers. This book was released on 2000 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is an established and ever-present force, and yet just how it works continues to be something of a mystery. It's hard to believe that we spend an estimated one-and-a half years just watching TV commercials. In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K Sylvester, a prominent American advertising agency figure, to reveal the secrets of successful campaigns over a wide range of media, including advertising on the internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work-or misfire- and why. Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us- for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
Book Synopsis Utilizing Consumer Psychology in Business Strategy by : Dalgic, Tevfik
Download or read book Utilizing Consumer Psychology in Business Strategy written by Dalgic, Tevfik and published by IGI Global. This book was released on 2018-04-13 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement. Utilizing Consumer Psychology in Business Strategy provides emerging research on consumer behavior and decision-making processes through the lens of business advancement and innovation. While highlighting topics such as brand personality, consumer perception, and marketing strategy, this publication explores various types of consumer behavior and methods to maximize benefits and efficiency. This book is an important resource for business administrators, managers, practitioners, academics, and students seeking emerging research on the consumer markets.
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 On Becoming a Consumer by : James U. McNeal
Download or read book On Becoming a Consumer written by James U. McNeal and published by Routledge. This book was released on 2007 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'On Becoming a Consumer' is an easy-to-read theoretical discussion of the development of consumer behaviour patterns from age zero to 100 months - the time period during which people become bona fide consumers according to the author's consumer behaviour research.
Download or read book Spent written by Geoffrey Miller and published by Penguin. This book was released on 2009 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explores how evolutionary psychology has begun to identify the prehistoric origins of human behavior and discusses how those discoveries have influenced the way consumer spending is viewed and controlled by companies, retailers, and marketers.
Book Synopsis Handbook of Research Methods in Consumer Psychology by : Frank R. Kardes
Download or read book Handbook of Research Methods in Consumer Psychology written by Frank R. Kardes and published by Routledge. This book was released on 2019-04-15 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions. Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research. The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.
Book Synopsis How Customers Think by : Gerald Zaltman
Download or read book How Customers Think written by Gerald Zaltman and published by Harvard Business Press. This book was released on 2003 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite the time and money spent on market research, 60% to 80% of new offerings fail.
Book Synopsis The Evolutionary Bases of Consumption by : Gad Saad
Download or read book The Evolutionary Bases of Consumption written by Gad Saad and published by Psychology Press. This book was released on 2007-02-05 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Evolutionary Bases of Consumption by Gad Saad applies Darwinian principles in understanding our consumption patterns and the products of popular culture that most appeal to individuals. The first and only scholarly work to do so, this is a captivating study of the adaptive reasons behind our behaviors, cognitions, emotions, and perceptions. Thi
Book Synopsis The Psychology of Consumer Behavior by : Brian Mullen
Download or read book The Psychology of Consumer Behavior written by Brian Mullen and published by Psychology Press. This book was released on 2013-06-17 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of consumer behavior could be employed to more successfully influence consumers' use of products, goods, and services. At the same time, an improved understanding of consumer behavior might be used to serve as an advocate for consumers in their interactions in the marketplace.
Book Synopsis Consumer Neuroscience by : Moran Cerf
Download or read book Consumer Neuroscience written by Moran Cerf and published by MIT Press. This book was released on 2017-11-16 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker
Book Synopsis Consumer Behavior by : James F. Engel
Download or read book Consumer Behavior written by James F. Engel and published by . This book was released on 1973 with total page 704 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Consumer Psychology by : Jansson-Boyd
Download or read book Consumer Psychology written by Jansson-Boyd and published by McGraw-Hill Education (UK). This book was released on 2010-01-01 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Psychology is central to an effective understanding of consumption behaviours. The aim of this book is to provide an overall understanding for why people consume certain products and services and how this affects their behaviour and psychological well being.
