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Author: Tanusree Dutta
Publisher: Routledge
ISBN: 1351269348
Category : Business & Economics
Languages : en
Pages : 115
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Book Description
How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.
Author: Tanusree Dutta
Publisher: Routledge
ISBN: 1351269348
Category : Business & Economics
Languages : en
Pages : 115
Get Book Here
Book Description
How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.
Author: Patrick Renvoise
Publisher: HarperCollins Leadership
ISBN: 1418570303
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
The latest brain research is changing the way we think about sales. How can this help you increase your business? With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness. Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers. In Neuromarketing, Renvoisé and Morin will help you learn: The six stimuli that always trigger a response The four steps to align content and delivery of your message The six message building blocks to address the "old brain" The seven powerful impact boosters to set your delivery apart from the rest Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.
Author: Roger Dooley
Publisher: John Wiley & Sons
ISBN: 1118175948
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.
Author: J. K. Sharma
Publisher: PHI Learning Pvt. Ltd.
ISBN: 8120338685
Category : Business & Economics
Languages : en
Pages : 269
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Book Description
What consumers think is not necessarily what they do. Unearthing this ambiguity between the thinking mind and the doing mind of a consumer is one of the greatest challenges faced by the marketers today. Researchers in the field have devised a new concept called neuro-marketing, which maps the cognitive behaviour of a consumer. This book highlights various aspects of neuromarketing, its application to consumer behaviour, and its techniques to strengthen brand management and advertising strategies.
Author: Sachi Nandan Mohanty
Publisher: John Wiley & Sons
ISBN: 1119791812
Category : Computers
Languages : en
Pages : 418
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Book Description
When considering the idea of using machine learning in healthcare, it is a Herculean task to present the entire gamut of information in the field of intelligent systems. It is, therefore the objective of this book to keep the presentation narrow and intensive. This approach is distinct from others in that it presents detailed computer simulations for all models presented with explanations of the program code. It includes unique and distinctive chapters on disease diagnosis, telemedicine, medical imaging, smart health monitoring, social media healthcare, and machine learning for COVID-19. These chapters help develop a clear understanding of the working of an algorithm while strengthening logical thinking. In this environment, answering a single question may require accessing several data sources and calling on sophisticated analysis tools. While data integration is a dynamic research area in the database community, the specific needs of research have led to the development of numerous middleware systems that provide seamless data access in a result-driven environment. Since this book is intended to be useful to a wide audience, students, researchers and scientists from both academia and industry may all benefit from this material. It contains a comprehensive description of issues for healthcare data management and an overview of existing systems, making it appropriate for introductory and instructional purposes. Prerequisites are minimal; the readers are expected to have basic knowledge of machine learning. This book is divided into 22 real-time innovative chapters which provide a variety of application examples in different domains. These chapters illustrate why traditional approaches often fail to meet customers’ needs. The presented approaches provide a comprehensive overview of current technology. Each of these chapters, which are written by the main inventors of the presented systems, specifies requirements and provides a description of both the chosen approach and its implementation. Because of the self-contained nature of these chapters, they may be read in any order. Each of the chapters use various technical terms which involve expertise in machine learning and computer science.
Author: Gupta, Monika
Publisher: IGI Global
ISBN: 1668481529
Category : Business & Economics
Languages : en
Pages : 365
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Book Description
The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.
Author: Jayakrishnan S.
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Neuromarketing is one of the emerging discipline which is an applied extension of Neuroscience and Marketing. Neuromarketing helps us to understand the human mind and how brain influences our purchase intention. Rural consumers are complex, diverse in nature and neuromarketing can provide better insights about their purchase intentions.
Author: Thomas Zoega Ramsoy
Publisher: Neurons Incorporated
ISBN: 9788799760206
Category :
Languages : en
Pages : 204
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Book Description
How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.
Author: Malik, Reena
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 455
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Book Description
In today's hyper-competitive business landscape, understanding and engaging consumers is more challenging than ever. Traditional marketing approaches often need to catch up in decoding the complexities of consumer behavior, leading to ineffective strategies and missed opportunities. This gap between businesses and consumers can result in stagnant sales, limited market reach, and reduced profitability. To bridge this divide, Sensible Selling Through Sensory Neuromarketing offers a comprehensive solution rooted in neuromarketing and sensory marketing principles. The book, designed for researchers, academicians, marketers, and policymakers, offers a roadmap to navigate the evolving marketing landscape. From tools and strategies for sensory marketing to ethical considerations and case studies, this comprehensive guide equips readers with the knowledge and skills needed to succeed in today's dynamic market.
Author: Atli, Dincer
Publisher: IGI Global
ISBN: 1799831280
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.