The branded mind what neuroscience really tells us about the puzzle of the brain and the brand
| Autor principal: | |
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London ; Philadelphia :
Kogan Page
2011
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| Materias: | |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b29731306*spi |
Tabla de Contenidos:
- pt. 1. What it is all about
- This book is about the consumer's brain
- The new paradigm
- The brain : the coming together of disciplines
- pt. 2. The decision-making puzzle
- Interpretation, memory, experience, learning
- Introducing the rat brain robot
- Feeling
- The 'feeling' brain systems and how they work
- The environmental awareness system: emotions?
- The 'state of body' system: homeostasis?
- The 'state of mind' system, or moods and arousal
- The evaluation system: pleasure
- Personality
- Social systems and culture
- Gender differences?
- Let's put it all together
- Measuring the brain
- Increasing our brainpower : using neuroscience effectively
- pt. 3. Creating mischief
- On creating mischief
- Buy--ology
- The elusive subconscious?
- pt. 4. Towards insights
- Read Montague's Pepsi Challenge
- Science: models and measurements
- pt. 5. Some marketing implications
- Attention
- The brand soma
- Consumer decision making as heuristics
- Market segmentation
- Advertising budget, brand life cycle, synapses and brand soma
- pt. 6. My conclusions
- What this was all about
- Is the future what it was?
