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Decoding the Irrational Consumer By Darren Bridger

Decoding the Irrational Consumer by Darren Bridger

Condition - Very Good
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Become neuro-literate by understanding the key principles behind behavioural science and how to use them to decipher the customer.

Decoding the Irrational Consumer Summary

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research by Darren Bridger

Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents 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.

About Darren Bridger

Darren Bridger works 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.

Table of Contents

  • Section - One: Theoretical insights;
    • Chapter - 01: The irrational consumer: introduction;
    • Chapter - 02: The brain: attention, memory and emotion;
    • Chapter - 03: Neuroaesthetics;
    • Chapter - 04: Behavioural economics;
  • Section - Two: The new research tools;
    • Chapter - 05: Guidelines for experiments;
    • Chapter - 06: Eye-tracking;
    • Chapter - 07: Implicit response measures;
    • Chapter - 08: Facial action coding;
    • Chapter - 09: Biometrics;
    • Chapter - 10: Neuro-measures;
  • Section - Three: Putting it all together;
    • Chapter - 11: Computational neuroscience;
    • Chapter - 12: Smarter survey design;
    • Chapter - 13: Combining techniques;
    • Chapter - 14: Conclusions

Additional information

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research by Darren Bridger
Used - Very Good
Kogan Page Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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