Unconscious branding : how neuroscience can empower (and inspire) marketing /
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 devel...
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| Format: | Book |
| Language: | English |
| Published: |
New York :
Palgrave Macmillan,
2012.
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| Edition: | First edition. |
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Table of Contents:
- The science below our deeper behavior. The myth of marketing ; Humans, not consumers ; The biology of behavior
- The seven steps to behavior change. Step one : interrupt the pattern ; Step two : create comfort ; Step three : lead the imagination ; Step four : Shift the feeling ; Step five : satisfy the critical mind ; Step six : change the associations ; Step seven : take action.