The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

Contents......Page 5
Foreword......Page 12
About the author and contributors......Page 14
Acknowledgements......Page 16
Part One What it is all about......Page 19
1 Introduction......Page 21
Over-claiming......Page 22
The puzzle......Page 23
Why I wrote this book......Page 26
How do people differ from animals on this view?......Page 28
How do we buy a brand?......Page 29
Marketing practice......Page 30
So what is this book about?......Page 31
From Descartes to Damasio......Page 33
Who is Damasio?......Page 34
Who was Descartes?......Page 35
Damasio’s somatic marker theorem......Page 36
4 The brain – the coming together of disciplines......Page 38
Part Two The decision-making puzzle......Page 41
Why the memory system is important......Page 43
The brain......Page 44
Gestalts......Page 51
What do artificial neural networks do very well?......Page 54
Marketing implications of classifying and predicting......Page 57
Interpretation, memory recall, ‘comes to mind’......Page 58
6 Introducing the rat brain robot......Page 60
Let’s look at this robot rat......Page 61
What brain systems does the robot rat need to be more like a human (or just more like a fruit fly)?......Page 63
Move! But where to?......Page 65
Why we need to understand feelings......Page 67
From many gestalts to one: attention and touchpoints......Page 68
Everybody knows what feelings, emotions and moods are – do the scientists?......Page 72
Does it matter?......Page 75
Definition used in this book......Page 76
Time......Page 77
The limbic system: the oldest part of the brain......Page 78
8 The ‘feeling’ brain systems and how they work......Page 80
Reconciling this view with Damasio’s view......Page 82
9 The environmental awareness system: emotions......Page 84
An emotion is a post-rationalization......Page 86
But are advertisements like snakes?......Page 88
Herd behaviour......Page 89
How many emotions do we have?......Page 90
Emotions and marketing......Page 93
10 The ‘state of body’ system: homeostasis......Page 94
Bio-measures and homeostasis......Page 97
11 The ‘state of mind’ system, or moods and arousal......Page 99
Why the brain needs to control its levels of arousal......Page 101
We continuously control our moods......Page 102
Bio-measures, mood and arousal......Page 105
12 The evaluation system: pleasure......Page 107
‘Dopaminic memories’ of brands......Page 110
Bio-measures and dopamine......Page 111
Human ‘personality’ variation......Page 112
It is not survival of the fittest, but death to the unfit......Page 113
Personality and time......Page 114
Marketing......Page 115
About brand personality......Page 116
Bio-measures and personality......Page 117
The neuro-basis of culture......Page 118
Why do we have an empathy circuit in the brain?......Page 119
Prejudice......Page 120
The marketing error resulting from the empathy system......Page 121
What is culture?......Page 122
Culture and time......Page 125
Language......Page 126
Oatley and Jenkins’s view about culture and emotions......Page 129
Culture is much more than countries......Page 130
Bio-measures and culture......Page 131
15 Gender differences......Page 132
The male/female brain......Page 134
So how do we think we think?......Page 140
‘Thinking’ involves a lot of brain process......Page 141
Making a choice......Page 142
Feelings and time......Page 143
17 Measuring the brain......Page 145
Electroencephalography (EEG)......Page 146
Magnetoencephalography (MEG)......Page 147
Indirect measures of neural activity......Page 148
‘Reading’ the measures......Page 149
Creativity in designing brain scanning experiments......Page 150
18 Increasing our brainpower – using neuroscience effectively......Page 151
The current state of play......Page 152
Implicit association measurement......Page 153
Eye-tracking......Page 154
Brainwave measurement......Page 156
Will neuroscience replace conventional research?......Page 158
When should neuroscience-based techniques be used?......Page 159
Getting the best out of neuroscience......Page 160
Part Three Creating mischief......Page 161
The Hidden Persuaders......Page 163
‘The seductive allure of neuroscience explanations’......Page 165
The buy button......Page 166
Sensationalism will increase......Page 167
20 Buy-ology......Page 168
My view......Page 169
The big subconscious......Page 170
The subconsciousness and religion......Page 171
The confusion that arises when people willy-nilly talk about the subconsciousness......Page 173
A justification for brain scanning projects?......Page 176
Respondents lying and our ethics......Page 177
Part Four Towards insights......Page 179
22 Read Montague’s Pepsi Challenge......Page 181
About Read Montague......Page 182
The contribution of other sciences......Page 183
Montague on culture......Page 184
Decision making......Page 185
Models and measurement......Page 186
Models: the future......Page 187
Part Five Some marketing implications......Page 189
The build-up of the next five chapters......Page 190
The issue......Page 193
Studying for an exam or giving attention to an advertisement......Page 195
Death of the 30-second ad?......Page 196
Some empirical data......Page 197
Why is this in a book about neuromarketing?......Page 199
Inadvertent attention......Page 200
The response curve and re-cognition......Page 202
Media strategy implications......Page 203
Neuroscience and re-cognition (or repeat exposure)......Page 204
But why does the level of awareness matter?......Page 208
Can an advertisement have an effect without it being given attention?......Page 210
The advertising effect of this......Page 211
Du Plessis’s error......Page 212
Conclusions......Page 213
What I mean by the brand soma......Page 215
The brand soma and functionality......Page 216
Brand soma, rationality and functionality......Page 217
Fishbein and brand utility......Page 220
How the brand soma works in practice......Page 221
The dopamine moment......Page 222
‘How would using the brand make you feel?’......Page 223
Using the halo effect......Page 224
Neuromarketing and heuristics......Page 225
BrandDynamics......Page 227
Different people have different heuristics in different situations......Page 229
Heuristics and questionnaire design......Page 230
Where does this lead us (marketers)?......Page 232
27 Market segmentation......Page 233
Good segmentation should not be like this......Page 235
Some suggestions about segmentation studies......Page 237
Segmentation and neural studies – a chocolate example......Page 239
28 Advertising budget, brand life cycle, synapses and brand soma......Page 241
Peter Field and AC Nielsen......Page 242
The dynamic difference model......Page 244
Implications for ‘percentage of revenue’ budget......Page 245
Brand life cycles......Page 247
Jones’s advertising intensity curve......Page 249
Optimizing advertising budgets......Page 250
The changing pieces of the puzzle......Page 251
Part Six My conclusions......Page 253
29 What this was all about......Page 255
From very small things to very big things......Page 256
What the future will bring......Page 259
Summary implications for neuromarketing......Page 262
References......Page 263
Index......Page 0