Neuromarketing in Action
Neuromarketing in Action

Author: Patrick M Georges

Publisher: Kogan Page Publishers

Published: 2013-12-03

Total Pages: 280

ISBN-13: 0749469285

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Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

Ethics and Neuromarketing
Ethics and Neuromarketing

Author: Andrew R. Thomas

Publisher: Springer

Published: 2016-10-19

Total Pages: 219

ISBN-13: 3319456091

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This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

TV Lobotomy
TV Lobotomy

Author: Michel Desmurget

Publisher: Max Milo

Published: 2023-07-04

Total Pages: 166

ISBN-13: 2315011051

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• "TV unleashes the imagination and feeds intelligence." • "A child deprived of TV risks social isolation." • "TV dumbs you down." • "TV makes you obese." It seems that everything—and its opposite—has already been said about TV. But what is it really? How can we distinguish between the radical "No TV" of some and the supposedly entertaining virtues touted by others? Michel Desmurget, a doctor in neuroscience, has sifted through and synthesized thousands of research articles published over the last fifty years in the most rigorous international journals. The conclusion is unequivocal—we must stop watching television for good, whatever the program. All content, even that meant to teach, can never come close to any other learning method. The data is clear—television viewing is detrimental to school performance. For a child in elementary school, for example, every hour spent daily watching television increases the likelihood that he or she will one day leave the school system without any qualifications. For specialists, there is no doubt that television has a negative influence, not only on intellectual development but also on behavior. Thus, certain eating disorders (anorexia, bulimia) are related to a frantic consumption of—television programs! In short, watching television has an impact on our life expectancy. However, the harmful impact of this risk is largely underestimated, because of the large sector of the public exposed to television (more than 85% of Western households have at least one television set), and because of a debate on the subject that has become inaudible and confused. Moreover, the results of the research initiated by the big media groups on the subject remain "proprietary," i.e., closed to the general public. Believing that we is facing a real public health problem, Michel Desmurget wants to act as a responsible scientist—with a clear, concise and rigorously referenced book, the message cannot go unnoticed. Michel Desmurget is a doctor of neuropsychology. He attended several major American universities (MIT, Emory, UCSF) and is now a research director at INSERM in cognitive neuroscience. He is particularly interested in the problems of brain organization and plasticity. He is the author of the book TV Lobotomy (Max Milo, 2022), which is based in part on his personal history. Exasperated by having to constantly justify the choice not to have television at home—and to prevent his children from having access to it—and not to be seen as a sociopath in the eyes of those around him, he has done a massive job to argue his point.

The Neuro-Consumer
The Neuro-Consumer

Author: Anne-Sophie Bayle-Tourtoulou

Publisher: Routledge

Published: 2020-04-24

Total Pages: 322

ISBN-13: 1000055485

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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.

Advanced Intelligent Systems for Sustainable Development (AI2SD’2019)
Advanced Intelligent Systems for Sustainable Development (AI2SD’2019)

Author: Mostafa Ezziyyani

Publisher: Springer Nature

Published: 2020-03-03

Total Pages: 800

ISBN-13: 3030366715

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This book gathers papers from the International Conference on Advanced Intelligent Systems for Sustainable Development (AI2SD-2019), held on July 08–11, 2019 in Marrakech, Morocco, which address the environment, industry and economy, and the role of advanced intelligent systems and computing in connection with these three fields. The book includes a host of interesting studies and successful applications regarding the economy and industry, e.g. in Manufacturing, Digital Factories, Smart Supply Chain Management in Industry, Project Management in Industry, Digital Economy, Digital Business, M-commerce, Blockchain and Digital Currencies. In addition, the book highlights work that addresses the environmental aspect, covering topics such as Big Data Analysis & the Internet of Things for Environmental Management, Sensor Networks for Environmental Services, Network Interoperability in Environmental Ecosystems, Wireless Sensors and Cognitive Radio Networks, Environmental Management Computing Systems, Sustainable Mobility Solutions, Remote Sensing Applications, Geo-information & Geophysics. Addressing social, legislative and environmental aspects, the book is intended for all stakeholders in the industrial world. It will be of interest e.g. to customers, helping them improve their profits and economic profitability, and to professionals and fishermen working to evolve and optimize their supply chains, and to improve productivity, in the fiercely competitive I4.0 world. The authors of each chapter report on the state of the art and present the outcomes of their own research, laboratory experiments, and successful applications. The purpose of the book is to combine the idea of advanced intelligent systems with appropriate tools and techniques for modeling, management, and decision support in the fields of the environment, industry and economy.

Neuromarketing
Neuromarketing

Author: Leon Zurawicki

Publisher: Springer Science & Business Media

Published: 2010-09-02

Total Pages: 291

ISBN-13: 3540778292

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Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.