{"product_id":"anne-bayle-sophie-tourtoulou-the-neuro-consumer-9780367895907","title":"The Neuro-Consumer","description":"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.\n\u003cbr\u003e\nWritten in plain English for business and management readers with no scientific background, it focuses on:\n\u003cbr\u003e\nhow to adapt marketing and communication to the subconscious and irrational behaviors of consumers;\n\u003cbr\u003e\nthe direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains;\n\u003cbr\u003e\nimplications for innovation, packaging, price, retail environments and advertising;\n\u003cbr\u003e\nthe use of \"nudges\" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations;\n\u003cbr\u003e\nthe 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\n\u003cbr\u003e\nthe ethical limits and considerations that organizations must heed when following these principles.\n\u003cbr\u003e\nAuthored 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.","brand":"Routledge","offers":[{"title":"Default Title","offer_id":53637622071638,"sku":null,"price":0.0,"currency_code":"EUR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0925\/5829\/5382\/files\/product_image_9780367895907_1.jpg?v=1783356741","url":"https:\/\/www.momoxbooks.com\/products\/anne-bayle-sophie-tourtoulou-the-neuro-consumer-9780367895907","provider":"momoxbooks","version":"1.0","type":"link"}