{"product_id":"the-neuro-consumer-adapting-marketing-and-communication-strategies-for-the-subconscious-instinctive-and-irrational-consumers-brain-hardcover","title":"The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain - Hardcover","description":"\u003cp\u003eby \u003cb\u003eAnne-Sophie Bayle-Tourtoulou\u003c\/b\u003e (Author), \u003cb\u003eMichel Badoc\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eNeuroscientific 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.\u003c\/p\u003e \u003cp\u003eWritten in plain English for business and management readers with no scientific background, it focuses on: \u003c\/p\u003e \u003cul\u003e \u003cli\u003ehow to adapt marketing and communication to the subconscious and irrational behaviors of consumers; \u003c\/li\u003e \u003cli\u003ethe direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains; \u003c\/li\u003e \u003cli\u003eimplications for innovation, packaging, price, retail environments and advertising; \u003c\/li\u003e \u003cli\u003ethe use of \"nudges\" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations; \u003c\/li\u003e \u003cli\u003ethe 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 \u003c\/li\u003e \u003cli\u003ethe ethical limits and considerations that organizations must heed when following these principles.\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eAuthored 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eAnne-Sophie Bayle-Tourtoulou\u003c\/strong\u003e 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 \u003ci\u003eNeuromarketing in Action\u003c\/i\u003e.\u003c\/p\u003e\u003cp\u003eMichel 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 \u003ci\u003eNeuromarketing in Action \u003c\/i\u003eand many books on banking and insurance marketing.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 322\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1 x 9.4 x 6.3 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e May 06, 2020\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51790554267936,"sku":"9780367895907","price":118.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/cb868e1be8583d6670cae27d901225e4.webp?v=1780679918","url":"https:\/\/ebocreations.com\/products\/the-neuro-consumer-adapting-marketing-and-communication-strategies-for-the-subconscious-instinctive-and-irrational-consumers-brain-hardcover","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}