This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.
Inhaltsverzeichnis
Multisensory Experiences in Digital Media. - A Good Product Name in the Semantic Network: Implicit Methods for Naming. - Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design. - Neuromarketing Beyond the Posttest: fMRI Can Predict theCommercial Effectiveness of Storyboards Before the TV Commercial Is Shot. - Toward an Engagement-Centric Sports Rights Valuation Model:Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting. - Love at First Click: Why Emotion Measurement Ensures theEconomic Success of Online Services. - Leveraging Neuroscience-Based Insights to Improve Customer Experience. - Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience. - Beyond Neuromarketing: How Neuroscience Is PenetratingNew Areas of Business. - Anticipated Regret in Decision-Making and Behaviour Change.
