Neuromarketing and unconscious choices in the wine market: The role of color
Neuromarketing and unconscious choices in the wine market: The role of color

Author: Alessandro Bortolotti

Publisher: Alessandro Bortolotti

Published: 2023-07-25

Total Pages: 230

ISBN-13:

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The structure of the book is designed to provide a comprehensive exploration of the principles of neuromarketing and their application to the wine production industry in the Abruzzo region of Italy. Overall, the structure of the book is designed to provide a comprehensive analysis of the principles of neuromarketing and their application to the wine industry, with a particular emphasis on the role of color in consumer decision-making processes

Unconscious Branding
Unconscious Branding

Author: Douglas Van Praet

Publisher: St. Martin's Press

Published: 2012-11-13

Total Pages: 358

ISBN-13: 1137042788

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For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

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.

Buyology
Buyology

Author: Martin Lindstrom

Publisher: Currency

Published: 2010-02-02

Total Pages: 274

ISBN-13: 0385523890

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NEW YORK TIMES BESTSELLER • “A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.”—Time How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking three-year, seven-million-dollar neuromarketing study—a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what captures our interest—and drives us to buy. Among the questions he explores: • Does sex actually sell? • Does subliminal advertising still surround us? • Can “cool” brands trigger our mating instincts? • Can our other senses—smell, touch, and sound—be aroused when we see a product? Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced—or turned off—by marketers' relentless attempts to win our loyalty, our money, and our minds.

Brainwashed
Brainwashed

Author: Sally Satel

Publisher: Basic Civitas Books

Published: 2013-06-04

Total Pages: 258

ISBN-13: 0465018777

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Demonstrates how the explanatory power of brain scans in particular and neuroscience more generally has been overestimated, arguing that the overzealous application of brain science has undermined notions of free will and responsibility.

Consumerology, New Edition
Consumerology, New Edition

Author: Philip Graves

Publisher:

Published: 2013-01-24

Total Pages: 300

ISBN-13: 1857889231

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Philip Graves explores the “mind gap” between conscious and unconscious thought – and behavior

Colour for Architecture Today
Colour for Architecture Today

Author: Tom Porter

Publisher: Taylor & Francis

Published: 2019-08-08

Total Pages: 402

ISBN-13: 1134719833

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What role does colour play in our built environment? How are our attitudes to colour changing? What potential do new technologies bring for the use of colour and light in architecture? Combining real examples from practice with colour theory, this book will help you to fully understand the role and impact of colour in our urban spaces. Contributions from leading architects Will Alsop, Legorreta and Legorreta, John Outram, Sauerbruch Hutton and Neuterlings Riedijk accompany those from artists Alain Bony and Yann Kersalé, and from colour researchers such as Kristina Enberg and Anders Hård, who developed the Natural Colour System. Topics include: how and why we see colour methodologies in the documentation of traditional colours the development of new urban palettes recent colour psychology research the effect of light levels on human behaviour dramatic colour effects achievable with light guidelines for future deployment of colour in the built environment. This is a sequel to the immensely influential Colour for Architecture, published in 1976. Much has changed in 30 years; new cutting edge technologies and materials have emerged allowing architects to experiment with colour and light in an energy efficient and sustainable way, paving the way for a more colourful and exciting built environment.

The Perception of Quality
The Perception of Quality

Author: George N. Kenyon

Publisher: Springer

Published: 2014-11-25

Total Pages: 269

ISBN-13: 1447166272

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Exploring the concept of quality management from a new point of view, this book presents a holistic model of how consumers judge the quality of products. It links consumer perceptions of quality to the design and delivery of the final product, and presents models and methods for improving the quality of these products and services. It offers readers an improved understanding of how and why the design process must consider how the consumer will perceive a product or service. In order to facilitate the presentation and understanding of these concepts, illustrations and case examples are also provided throughout the book. This book provides an invaluable resource for managers, designers, manufacturers, professional practitioners and academics interested in quality management. It also offers a useful supplementary text for marketing and quality management courses.

The Buying Brain
The Buying Brain

Author: A. K. Pradeep

Publisher: John Wiley & Sons

Published: 2010-07-16

Total Pages: 38

ISBN-13: 0470646845

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If You Understand Brain Basics, You'll Sell More As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains. The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to • Brain-friendly product concepts, design, prototypes, and formulation • Highly effective packaging, pricing, advertising, and in-store marketing • Building stronger brands that attract deeper consumer loyalty A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.