Decoding the Irrational Consumer - (Marketing Science) Annotated by Darren Bridger (Paperback)
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<p/><br></br><p><b> About the Book </b></p></br></br>Become neuro-literate by understanding the key principles behind behavioural science and how to use them to decipher the customer.<p/><br></br><p><b> Book Synopsis </b></p></br></br>New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying."Decoding the Irrational Consumer" provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography.<p/><br></br><p><b> Review Quotes </b></p></br></br><br>A great introduction for the total newcomer to the subject as well as providing an essential reference resource to the more involved professional or academic. If you are in any way involved in marketing, advertising or any promotional activities then you should strongly consider this book.-- "Darren Ingram, Darren Ingram Media"<br><br>A must read for any company or individual who wants to understand the potential of this new approach to marketing and retailing. Packed with interesting facts and ideas, it provides a first-class introduction to a complex and often misunderstood and miss sold technology. Well researched and referenced it combines academic rigour with an easy to understand style that will appeal to a wide readership.-- "Dr. David Lewis, Chairman of Mindlab International and author of The Brain Sell"<br><br>A new and positive phase in the evolution of neuromarketing theory and practice ... If you are serious about neuromarketing research, either as a buyer or a provider, you should have this book on your (physical or virtual) bookshelf.-- "Steve Genco, Intuitive Consumer"<br><br>A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field.-- "Steve Genco, author, speaker and advisor at Intuitive Consumer Insights"<br><br>The valuable feature of the content of this book is that the author not only details the tools used nowadays in neuromarketing research, but he also offers basic principles of neuro-testing that should be respected by any researcher, in terms of recruitment and cultural differences, benchmarking and normalizing, understanding the differences between a controlled environment such as a laboratory, online and real-world testing and also sets a few interesting points that should be considered in such experiments. The book opens the neuromarketing toolbox a little more to the wide audience, as it introduces the main theories that forms the base of this field of research and then presents each tool, the ideas that make it work and what can be done with it.-- "Neuromarketing Theory & Practice Magazine"<br><p/><br></br><p><b> About the Author </b></p></br></br><b>Darren Bridger </b>works as a consultant to marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the consumer neuroscience industry, co-founding both the world's first full-service agency, Neuroco, and the first agency dedicated to serving the public relations industry, MindLab International, then joining the world's largest agency, Neurofocus, as its second employee outside of the US.
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