Neuromarketing For Dummies

Cover
Title page
Copyright page
Contents at a Glance
Table of Contents
Introduction
	About This Book
	Foolish Assumptions
	Icons Used in This Book
	Beyond the Book
	Where to Go from Here
Part I: The Brave New World of Neuromarketing
	Chapter 1: What Neuromarketing Is and Isn’t
		Defining Neuromarketing
		Understanding the New Scientific Foundations of Neuromarketing
		Exploring Where Marketers Are Using Neuromarketing Today
		Explaining How Neuromarketing Measures Consumer Responses
		Succeeding with Neuromarketing Studies
	Chapter 2: What We Know Now That We Didn’t Know Then
		How We Used to Think about Consumers
		How People Really See and Interpret the World
		Replacing the Rational Consumer Model with the Intuitive Consumer Model
	Chapter 3: Putting Neuromarketing to Work
		Building Better Brands with Neuromarketing
		Designing Better Products and Packages with Neuromarketing
		Creating Effective Ads with Neuromarketing
		Understanding the Mind of the Shopper with Neuromarketing
		Appealing to Brains Online with Neuromarketing
		Producing Compelling Entertainment with Neuromarketing
	Chapter 4: Why Neuromarketing Matters
		Potential Dangers of Neuromarketing
		Potential Benefits of Neuromarketing
		Learning to Live with Neuromarketing: The New Realities
Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer
	Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior
		The Intuitive Consumer Is a Cognitive Miser
		The Nonconscious Mind Anchors Us in the Moment
		So, What Is Consciousness Good for, Anyway?
		The Three Master Variables of Neuromarketing Research
	Chapter 6: The Central Role of Emotions in Consumer Responses
		Understanding Nonconscious Emotional “Markers”
		Emotions and Attention
		Emotions and Memory
	Chapter 7: New Understandings of Consumer Goals and Motivation
		Looking at How Goals Drive Us
		Having Goals We’re Not Aware Of
		Consumer Motivation, Goal Seeking, and Goal Attainment
	Chapter 8: Why We Buy the Things We Buy
		How People Make Decisions
		Why Consumer Decisions Aren’t Rational
		The Limits of Persuasive Messaging in Consumer Decision Making
Part III: Neuromarketing in Action
	Chapter 9: Brands on the Brain
		Brands Are About Connections
		How Brands Impact Our Brains
		Why Leading Brands Are So Hard to Displace
		Using Neuromarketing to Test Brands
	Chapter 10: Creating Products and Packages That Please Consumers’ Brains
		How New Products Get Noticed
		Neurodesign of Everyday Things
		Neuromarketing and New Product Innovation
		Using Neuromarketing to Test Product and Package Designs
	Chapter 11: Advertising Effectiveness
		Two Views of How Advertising Works
		Driving the Direct Route to Advertising Effectiveness
		Taking the Indirect Route to Advertising Effectiveness
		Using Neuromarketing to Test Advertising
	Chapter 12: The Shopping Brain and In-Store Marketing
		Understanding the Mind of the Shopper
		Making Stores More Brain-Friendly
		Using Neuromarketing to Test Shopping Environments
	Chapter 13: When Consumers’ Brains Go Online
		Understanding How Online Marketing Is Different
		Building the Perfect Website
		Satisfying (Almost) All Our Needs Online
		How to Use Neuromarketing to Test Online Experiences and Marketing Effectiveness
	Chapter 14: Entertainment Effectiveness
		Why Our Brains Like Stories
		Neuromarketing Goes to the Movies
		Product Placement in Movies, TV Shows, and Beyond
		The Future of Entertainment: Immersive Games and Simulations
		Using Neuromarketing to Test Entertainment
Part IV: Measuring Consumer Response with Neuromarketing
	Chapter 15: Traditional Approaches: Why Not Just Ask People?
		Understanding Why Asking Questions Is Risky Business
		Introducing the Three Workhorses of Market Research
		Other Ways to Ask Consumers Questions
		Mixing and Matching Traditional and Neuromarketing Approaches
	Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain
		Understanding Where Neuromarketing Signals Originate
		Capturing Signals from the Body
		Capturing Signals from the Brain
		Putting Technologies in Their Proper Place
	Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers
		Running Response-Time Studies
		Leveraging Online Services to Tap Into the Wisdom of Crowds
		Conducting Do-It-Yourself Behavioral Experiments
		Balancing Costs and Benefits in Neuromarketing Studies
	Chapter 18: Picking the Right Approach for Your Research Needs
		Summarizing What You Can Measure with Neuromarketing
		Matching Neuromarketing Approaches to Research Questions
		Integrating Neuromarketing and Traditional Research Approaches
Part V: Living with Neuromarketing: Practical and Ethical Considerations
	Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures
		Experimental Design: Identifying How Good Experiments Work
		Measurement Theory: Understanding Validity and Reliability
		Reverse Inference: Connecting Brain Measures to States of Mind
		Statistical Significance: Knowing When to Believe the Results
		Normative Data: Linking Findings to the Real World
	Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies
		What Are Your Business Objectives for This Study?
		What Hypothesis Are You Testing and What’s the Best Test to Use?
		Are You Testing the Right Materials?
		Are You Sampling from the Right Population?
		How Will Your Results Change Your Business Actions?
		Don’t Pay the Price of a Failure to Communicate
	Chapter 21: Picking the Right Neuromarketing Partner
		Knowing What You Need from a Neuromarketing Partner
		Looking At Your Options
		Neuromarketing Orientations and Specializations
		Questions to Ask a Prospective Neuromarketing Partner
	Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications
		Doing Neuromarketing Ethically
		Moving the Industry toward “Neuro-Standards”
		Understanding Legal Issues Concerning Neuromarketing
		Using Neuromarketing to Make Us Healthier and Wiser
Part VI: The Part of Tens
	Chapter 23: Ten Mistaken Beliefs about Neuromarketing
		Your Brain Has a “Buy Button”
		Marketing Can Control You
		Neuromarketing Can Implant Ideas in Your Head
		Your Nonconscious Can Overrule Your Conscious Mind
		Neuromarketing Will Kill Creativity in Marketing
		Surveys and Focus Groups Are Dead
		Neuromarketing Is Inherently Evil
		Neuromarketing Isn’t Based on Real Research
		Neuromarketing Is Only about Advertising
		All Neuromarketers Always Tell the Truth
	Chapter 24: Ten Scientific Pillars Underlying Neuromarketing
		System 1 and System 2
		Priming
		Emotional “Somatic Markers”
		Processing Fluency
		Misattribution
		Nonconscious Goal Pursuit
		Low-Attention Processing
		Implicit Memory
		Implicit Decisions
		Reverse Inference
Index
About the Authors