Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales

Preface: Neuromarketing Put to Practice
	Definition Neuromarketing
	Reference
Contents
Multisensory Experiences in Digital Media
	1 Meaning of Multisensory Experiences
	2 Experiences as Neural Networks
	3 The Multisensory Memory
		3.1 Example
	4 Digital Brand Codes: The Four Emotional Signals of the Brand
	5 Technically Generated Multisensor Technology
	6 Multisensory Architecture of the Future
	7 Conclusion
	References
A Good Product Name in the Semantic Network: Implicit Methods for Naming
	1 Semantic Networks
		1.1 Priming
	2 Implicit Methods
	3 Highlight: Implicit Association Test (IAT) in Market Research
	4 Practical Example: The Development of Product Names
	5 Market Research Approach: Name Test
		5.1 The Method
		5.2 The Name Is Remembered
		5.3 The Name Is Well Associated
		5.4 The Result
	6 Summary
	References
Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design
	1 The Critical Management of Brand Knowledge
	2 Case Study: Map and Develop a New Corporate Identity
		2.1 The Need of Rebranding
		2.2 Brand Relaunch Background and Step by Step Approach
			2.2.1 Insight Step: Generating Evidence-Based Insights
			2.2.2 Strategic Positioning Step: Determining Final Relaunch Strategy
			2.2.3 Design Step: Developing and Revising Distinctive Assets
			2.2.4 Alignment Step: Steering the Internal Brand Implementation Process
			2.2.5 Communication Step: Rolling Out of the New Brand Identity
		2.3 Critical Review: Evaluating the Communication Power in a Posttest
	3 Discussion: The Marketing Need to Take Journey into the Implicit Consumer Mind
	References
Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is S...
	1 Introduction
	2 TV Commercial Effectiveness Predicted by Functional MRI
	3 The Elusive Ingredient of Effectiveness
	4 Effective TV Commercials Have a Unique ``Neural Signature´´
	5 Can Effectiveness Be Predicted Using TVCs?
	6 Reverse Engineering of Storyboards from TV Commercials
	7 TV Commercials Are Predicted from Their Storyboards
	8 Nearly Perfect Prediction in the Dimension That Matters: Pos-Neg Balance
	9 Afterthoughts: Toward a New Way of TV Commercial Production
	References
Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sp...
	1 Introduction
	2 Limitations of Traditional Reach X Frequency Valuation Models: The Business Case for Change
	3 EDA as a Metric for Emotion to Media Content
	4 Emotion and Memory
	5 Putting It All Together in an Applied Setting
		5.1 Study 1: Arousal Carryover Effects in Sports Valuation
			5.1.1 Data Collection and Processing
			5.1.2 Results
		5.2 Study 2: Emotional Response to Super Bowl Ads Is Predictive of Recall in an Ecological Setting
			5.2.1 Data Collection and Processing
			5.2.2 Results
	6 Concluding Remarks: The Future - Integrating Emotion and Programmatic Toward ``Emotionally Triggered Advertising´´
	References
Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services
	1 The Fat Years Are over, Aren´t They!?
	2 User-Centered Design = Understanding and Serving the User
	3 Why Emotions Are So Important
	4 Causes of Emotions
	5 There Is No Cookbook for User-Centered, Positive-Impact ``Soup´´
	6 Emotion Measurement as a Means of Implementing a User-Centered Strategy
		6.1 Surveys Are Unsuitable for Emotion Measurement
		6.2 Measuring Emotions Correctly: With Emolyzr
	7 Frequently Asked Questions and the Respective Answers
	8 Application Examples
	9 Conclusion
	References
Leveraging Neuroscience-Based Insights to Improve Customer Experience
	1 Case Study: Finance Your New Car with Ease
		1.1 Using Neuroscience to Capture Insights
		1.2 What Did We Find Out?
		1.3 The Evolving Customer Was Your Average Joe
		1.4 Sophisticated Customers Were a Totally Different Type
		1.5 Translating Insights into a Great Customer-Centric Experience
	2 Case Study: Insurance Becomes a Pleasant Experience
		2.1 Using Neuroscience to Capture Insights
		2.2 Translating Insights into a Great Customer-Centric Experience
Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience
	1 Learning from the Best ...
		1.1 Customer Experience as a Success Factor
		1.2 Differences Between Online Retail and Traditional Brick-and-Mortar Business
	2 The Limits of Traditional Market Research
		2.1 Surveys
		2.2 Behavioral Observation
	3 Introduction to Neuroscientific Market Research
		3.1 The Customer´s View
		3.2 The Emotional Evaluation: Approach Behavior in the EEG
		3.3 Psychological Profiling: The Question of ``Why´´
		3.4 The Basic Principle of Neuroscientific Market Research for the Point of Sale
	4 The Prediction of Purchase Decisions Based on the First Eye Contact
	5 Case Study: The Optimization of Telecommunication Stores
		5.1 A Few Insights into Store Optimization
	6 Conclusion
	References
Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business
	1 Why Is Neuroscience Relevant in Business?
		1.1 Excursus: Advantages of Neuroscientific Methods over Questioning
		1.2 Example New Coke
		1.3 Neuroscience Methods
			1.3.1 Electroencephalogram (EEG)
			1.3.2 Eye Tracking
			1.3.3 Implicit Test of Associations (ITA)
	2 How Can Unconscious Needs Be Made Visible?
	3 Where in Business Can Insights About Implicit Motives Be Applied?
		3.1 Who Are My Customers?
		3.2 Example: Employee Experience
		3.3 How Do Customers Perceive My Brand?
		3.4 Example: Brand Perception
		3.5 How Do Customers Perceive My Product?
		3.6 Example: Online Store Optimization
		3.7 How Can I Reach Customers with My Product?
		3.8 Example: Target Group-Specific Film Trailer
		3.9 How Can I Keep Customer´s Loyal to My Brand?
		3.10 Example: Newsletter
		3.11 How Can I Encourage Customers to Behave in a Desired Way?
		3.12 Example Nudging
	4 Conclusion
	References
Anticipated Regret in Decision-Making and Behaviour Change
	Ipsos is working with leading academics and university programs to frame the theoretical foundations of our scientific develop...
	1 Behaviour Shift: Regret Helps Consumers to Cope with Conflicting Preferences and Ultimately Leads to Behaviour Change
	2 Behaviour Stickiness: Anticipated Regret Can Help Marketers Gauge if a Change in Behaviour Is Here to Stay
	3 Behaviour Intent: Anticipated Regret Is a Consistent Driver Across Different Types of Decision-Making Profiles - As Seen in ...
	References