Unconscious branding : how neuroscience can empower (and inspire) marketing / Douglas Van Praet.
2012
HF5415.32 .V36 2012 (Mapit)
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Title
Unconscious branding : how neuroscience can empower (and inspire) marketing / Douglas Van Praet.
Author
Van Praet, Douglas.
Edition
First edition.
ISBN
9780230341791
0230341799
0230341799
Imprint
New York : Palgrave Macmillan, 2012.
Language
English
Description
xiv, 274 pages ; 25 cm
Call Number
HF5415.32 .V36 2012
Dewey Decimal Classification
658.8/342
Summary
"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 Douglas Van 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"-- Provided by publisher.
Bibliography, etc. Note
Includes bibliographical references and index.
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Table of Contents
The science below our deeper behavior. The myth of marketing ; Humans, not consumers ; The biology of behavior
The seven steps to behavior change. Step one : interrupt the pattern ; Step two : create comfort ; Step three : lead the imagination ; Step four : Shift the feeling ; Step five : satisfy the critical mind ; Step six : change the associations ; Step seven : take action.
The seven steps to behavior change. Step one : interrupt the pattern ; Step two : create comfort ; Step three : lead the imagination ; Step four : Shift the feeling ; Step five : satisfy the critical mind ; Step six : change the associations ; Step seven : take action.