000454167 000__ 02915cam\a2200349\i\4500
000454167 001__ 454167
000454167 005__ 20210513160148.0
000454167 008__ 120410s2012\\\\nyu\\\\\\b\\\\001\0\eng\\
000454167 010__ $$a  2012014890
000454167 020__ $$a9780230341791
000454167 020__ $$a0230341799
000454167 035__ $$a(OCoLC)ocn778422659
000454167 035__ $$a454167
000454167 040__ $$aDLC$$erda$$beng$$cDLC$$dYDX$$dBTCTA$$dBDX$$dOCLCO$$dYDXCP$$dABG$$dCDX$$dBWX
000454167 042__ $$apcc
000454167 049__ $$aISEA
000454167 05000 $$aHF5415.32$$b.V36 2012
000454167 08200 $$a658.8/342$$223
000454167 1001_ $$aVan Praet, Douglas.
000454167 24510 $$aUnconscious branding :$$bhow neuroscience can empower (and inspire) marketing /$$cDouglas Van Praet.
000454167 250__ $$aFirst edition.
000454167 260__ $$aNew York :$$bPalgrave Macmillan,$$c2012.
000454167 300__ $$axiv, 274 pages ;$$c25 cm
000454167 336__ $$atext$$2rdacontent
000454167 337__ $$aunmediated$$2rdamedia
000454167 338__ $$avolume$$2rdacarrier
000454167 504__ $$aIncludes bibliographical references and index.
000454167 5050_ $$aThe science below our deeper behavior. The myth of marketing ; Humans, not consumers ; The biology of behavior -- The seven steps to behavior change. Step one : interrupt the pattern ; Step two : create comfort ; Step three : lead the imagination ; Step four : Shift the feeling ; Step five : satisfy the critical mind ; Step six : change the associations ; Step seven : take action.
000454167 520__ $$a"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"--$$cProvided by publisher.
000454167 650_0 $$aConsumer behavior$$xPsychological aspects.
000454167 650_0 $$aMarketing$$xPsychological aspects.
000454167 85200 $$bgen$$hHF5415.32$$i.V36$$i2012
000454167 85642 $$3Cover image$$uhttp://www.netread.com/jcusers2/bk1388/791/9780230341791/image/lgcover.9780230341791.jpg
000454167 909CO $$ooai:library.usi.edu:454167$$pGLOBAL_SET
000454167 980__ $$aBIB
000454167 980__ $$aBOOK