Neuromarketing for Dummies

by Stephen Genco, Andrew Pohlmann, Peter Steidl

Learn how to use neuromarketing and understand the science behind itNeuromarketing 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 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 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.

Genres: Psychology, Business, Neuroscience, Economics, Nonfiction

408 pages, Kindle Edition

First published January 1, 2013

Reviews

[Sara · Rating 4 out of 5]

Good examples, wish I could remember them all. Had trouble understanding some concepts but overall pretty good.

[Chris · Rating 2 out of 5]

Many great people want to solve the challenges of our time. That's why they create services and products to improve people's life. Using them seems very beneficial from a rational point of view. But no one uses them. Even if people told them they would use the services. Great behavioral researchers like Kahneman or Gigerenzer have shown that it is not enough to rely only on what customers say. It is even more important to take into account how they actually make decisions and behave. New insights from neuroscientists can be a good addition to gain a broader understanding of these processes.

If the first paragraph was surprising to you, then you should take a closer look at this book. Otherwise, the book may be a disappointment to you. Although the book has the fancy buzzword "neuromarketing" in the title, the authors don't really address how neuroscience can improve marketing. Instead, they give a good overview of key findings in behavioral science and how they can be applied in various areas of marketing. Only in the last chapters do they explicitly address neuroscience methods. But as in the previous chapters, some sections are very repetitive. In summary, I can't really understand why this book is so popular. I hope there are better books on this fascinating subject. Otherwise, it would be time to write one.

[Francesco Curto · Rating 4 out of 5]

Molto chiaro e completo, senza essere (troppo) apologetico

[Ilaria · Rating 5 out of 5]

Super interessante: fornisce nozioni teoriche ma anche esempi concreti. È il perfetto compromesso tra un tomo universitario e un libro letto per piacere personale. Consigliatissimo 🤩