Intuitive Marketing What Marketers Can Learn From Brain Science

Author : Stephen Genco
Publisher :
ISBN 13 : 9780578563619
Total Pages : 400 pages
Book Rating : 4.14/5 ( download)

DOWNLOAD NOW!

Download or read book Intuitive Marketing written by Stephen Genco and published by . This book was released on 2019-09-30 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Intuitive Marketing explores the many ways traditional theories and practices of marketing can benefit from the insights and discoveries of modern brain science. It proposes a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as "patsies." Examples of intuitive marketing strategies are presented throughout the book, illustrating how marketers can both shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers.

Author : Stephen Genco
Publisher : Intuitive Consumer Insights LLC
ISBN 13 : 9780578576961
Total Pages : 408 pages
Book Rating : 4.61/5 ( download)

DOWNLOAD NOW!

Download or read book Intuitive Marketing: What Marketers Can Learn from Brain Science written by Stephen Genco and published by Intuitive Consumer Insights LLC. This book was released on 2019-10-20 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Intuitive Marketing introduces a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as "patsies." Traditional marketing assumes its purpose is persuasion it must grab people's attention, get them to change their minds, and convince them to do what they didn't know they wanted to do. Marketers compete every day to develop messages that "attract eyeballs," "rise above the clutter," and achieve "stopping power." But to the average consumer, marketing and advertising are becoming overwhelming. From their point of view, it's all clutter, it's all annoying, it's all an imposition on their already overworked conscious minds. Ironically, marketers are creating a "tragedy of the commons" effect. By collectively overgrazing consumers' "attentional commons," they are creating an environment that makes it less likely consumers will allocate attention to any of their messages. Intuitive marketing is based on a different view of how consumers think, act, and respond to marketing; a view built directly on the latest findings and insights from brain science. Like traditional marketing, intuitive marketing seeks to influence consumers. But it does so in a radically different way: by aligning with consumers' existing motivations and goals, primarily in the service of positive psychological needs, rather than by attempting to impose immediate transactional goals on consumers using tactics of disruption, distraction, and persuasion. Five intuitive marketing strategies are presented throughout the book. They show how marketers can simultaneously shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers. It provides a path forward for marketing that treats consumers with respect, earns (rather than demands) attention, aligns with (rather than disrupts) consumer motivations and goals, and recognizes the reality of how consumers think, learn, and choose in the modern marketplace.

Author : Stephen J. Genco
Publisher : John Wiley & Sons
ISBN 13 : 1118518977
Total Pages : 423 pages
Book Rating : 4.77/5 ( download)

DOWNLOAD NOW!

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.

Author : Douglas Van Praet
Publisher : St. Martin's Press
ISBN 13 : 1137042788
Total Pages : 288 pages
Book Rating : 4.81/5 ( download)

DOWNLOAD NOW!

Download or read book Unconscious Branding written by Douglas Van Praet and published by St. Martin's Press. This book was released on 2012-11-13 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

Author : Michael E. Smith
Publisher : Kogan Page Publishers
ISBN 13 : 1398601012
Total Pages : 233 pages
Book Rating : 4.17/5 ( download)

DOWNLOAD NOW!

Download or read book Inspiring Green Consumer Choices written by Michael E. Smith and published by Kogan Page Publishers. This book was released on 2021-09-03 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: While many consumers profess a desire to help end climate change by engaging in more sustainable behaviors, consumer behavior experts note the "say-do" gap between expressed intention and behavior. How do we explain this? What, if anything, can consumers be encouraged to do to close this gap and purchase sustainable products and services? Inspiring Green Consumer Choices explains the factors that underlie the discrepancy between consumers' expressed preferences and their incongruous behavior in the marketplace. Drawing from advances in neuroscience, behavioral economics and experimental psychology, the author reveals how marketplace behavior is not always rational. Instead it is frequently the product of mental shortcuts, triggered by situational cues and colored by implicit emotional responses. In making purchasing decisions, routine consumer behavior is governed less by intention than by mental habits and unconscious response biases. These tendencies are difficult (but not impossible) to change. Inspiring Green Consumer Choices outlines how techniques such as psychological framing, design of choice architectures and pricing strategy can be used to disrupt habits and promote sustainable behavior. The author also addresses the role that legislative policy and changing social norms can play in accelerating and sustaining behavior change. Illustrated with case studies and filled with best practices, Inspiring Green Consumer Choices helps marketers understand how consumers make purchase decisions in order to shift consumption choices towards a more sustainable future.

Author : Sandeep Dayal
Publisher : McGraw-Hill Education
ISBN 13 : 9781264269846
Total Pages : 288 pages
Book Rating : 4.46/5 ( download)

DOWNLOAD NOW!

Download or read book Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections written by Sandeep Dayal and published by McGraw-Hill Education. This book was released on 2021-11-30 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new, game-changing way to build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned, marketing thought leader, Sandeep Dayal, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today’s brand giants. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: •Does this brand give me good vibes? •Does what this brand says make sense to me? •Will I be happier if I buy this brand? These three factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice. Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today. Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.

Author : Leon Zurawicki
Publisher : Springer Science & Business Media
ISBN 13 : 3540778292
Total Pages : 291 pages
Book Rating : 4.95/5 ( download)

DOWNLOAD NOW!

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.

Author : Matt Johnson
Publisher : BenBella Books
ISBN 13 : 1950665232
Total Pages : 243 pages
Book Rating : 4.35/5 ( download)

DOWNLOAD NOW!

Download or read book Blindsight written by Matt Johnson and published by BenBella Books. This book was released on 2020-05-19 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.

Author : Geoffrey Miller
Publisher : Penguin
ISBN 13 : 9780670020621
Total Pages : 388 pages
Book Rating : 4.21/5 ( download)

DOWNLOAD NOW!

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.

Author : Phil Barden
Publisher : John Wiley & Sons
ISBN 13 : 1119673089
Total Pages : 341 pages
Book Rating : 4.88/5 ( download)

DOWNLOAD NOW!

Download or read book Decoded written by Phil Barden and published by John Wiley & Sons. This book was released on 2022-09-26 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.