à Read õ Decoding the Irrational Consumer by Darren Bridger î New Developments In The Behavioral Sciences Have Revealed That Most People Do Not Accurately Self Report Their Motivations It Is Now Understood That Decision Making Is Driven By Emotions And The Subconscious, Rather Than By Purely Rational Calculations Asking Direct Questions, As The Global Marketing And Advertising Research Industry Has Previously Depended On, Is No Longer Enough Instead, The Industry Requires A New Generation Of Research Tools, Such As Behavioral Economics, Eye Tracking, Implicit Response Measures, And Facial Coding To Find The Truth Behind What Consumers Are Saying Decoding the Irrational Consumer Provides Marketers And Researchers With An Overview Of Each Of These New Research Tools And Techniques, Their Individual Strengths And Weaknesses, And How They Can Be Used To Generate Consumer Insights Chapter Topics Cover Key Principles And Applications, Facial Coding, Heuristics, Behavioral Experiments, Biometric Data, Prediction Markets, Creating Smarter Surveys, And How To Combine Techniques
This is a fascinating subject something that one does not tire of perhaps because things are still in a relatively evolutionary and exploratory stage Many of the old tried and tested marketing techniques are or should be no longer relevant They are being superseded by things such as behavioural economics, eye tracking and facial coding and this book offers the reader a great explanation and taste of these This is a book that will be out of date relatively quickly because
A sound book for starters in advanced research techniques along with information about cognitive underpinnings governing consumer decision making and the latest technology.
Darren Bridger looks at a number of the recent theories and ideas underpinning how marketers, ad creators, designers and neuroscientists use neuromarketging data Most people do not accurately self report their motivations Rather than taking rational decisions their emotions, feelings and past experiences cause their brains to take short cuts The industry requieres new market research tools All major international companies trying to understand consumer behaviour include some understanding of the noncnscious, intuitive consumer.
Decoding the Irrational Consumer offers a revamped toolbox consisting elements from neuro aesthetics insights from neuroscience on what we find beautiful, pleasurable or attractive and why , behavioural economics studies