{"product_id":"decoding-the-irrational-consumer-how-to-commission-run-and-generate-insights-from-neuromarketing-research-9780749473846","title":"Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research","description":"\u003cp\u003e\u003cb\u003e\u003ci\u003eDecoding the Irrational Consumer\u003c\/i\u003e \u003c\/b\u003eis written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003e\u003ci\u003eDecoding the Irrational Consumer\u003c\/i\u003e \u003c\/b\u003epresents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Darren Bridger\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/25\/2015\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 224\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.71lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.48d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780749473846\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eDarren Bridger \u003c\/b\u003eworks as a consultant to marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the consumer neuroscience industry, co-founding both the world's first full-service agency, Neuroco, and the first agency dedicated to serving the public relations industry, MindLab International, then joining the world's largest agency, Neurofocus, as its second employee outside of the US.\u003cbr\u003e\u003c\/p\u003e","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":40955514421363,"sku":"9.78075E+12","price":73.75,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_1f2fa3eb-7514-44e0-809f-7acf6ed8b380.jpg?v=1694624038","url":"https:\/\/bookstorenmore.com\/products\/decoding-the-irrational-consumer-how-to-commission-run-and-generate-insights-from-neuromarketing-research-9780749473846","provider":"Bookstore N More","version":"1.0","type":"link"}