The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain - Hardcover

by Anne-Sophie Bayle-Tourtoulou (Author), Michel Badoc (Author)

Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behavior.

Written in plain English for business and management readers with no scientific background, it focuses on:

• how to adapt marketing and communication to the subconscious and irrational behaviors of consumers;
• the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains;
• implications for innovation, packaging, price, retail environments and advertising;
• the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations;
• the influence of social media and communities on consumers' decisions - when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and
• the ethical limits and considerations that organizations must heed when following these principles.

Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

Author Biography

Anne-Sophie Bayle-Tourtoulou is an Associate Professor of Marketing at HEC Paris where she holds academic responsibilities at the graduate and executive levels. Her interests deal with marketing strategy, retail and e-tail marketing, neuroscience and artificial intelligence. She is the co-author of Neuromarketing in Action.

Michel Badoc is an Emeritus Professor at HEC Paris. He gives courses on neuroscience, marketing and sensory marketing. He develops consultancy activities for companies in Europe and North America. He is the co-author of Neuromarketing in Action and many books on banking and insurance marketing.