Neuromarketing For Dummies

by Stephen Genco

Get the 411 on neuromarketingNeuromarketing is an up-and-coming field where researchers study consumers' cognitive responses to advertising and media. Through this study researchers are able to learn the answer to the age-old question: what makes consumers buy? "Neuromarketing For Dummies "covers the latest insights into this fascinating and budding field, and shows business owners and marketers how they can use neuromarketing research to their advantage. You'll get a firm grasp on neuromarketing theory and what you can learn from it advertising effectiveness research; effectiveness of in-store shopping environments on product selection and discovery; and much more.How neuromarketing worksFindings from the latest neuromarketing researchHow to apply neuromarketing strategies to any level of advertising or media, on any budgetPractical techniques to help your customers develop bonds with your products and servicesThe ethics of neuromarketing

"Neuromarketing for Dummies" demystifies the topic for business owners and marketers and offers practical ways it can be incorporated into your existing marketing plans.

Genres: Psychology, Business, Neuroscience, Economics, Nonfiction

416 pages, Paperback

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 🤩