Neuromarketing in Business

Identifying Implicit Purchase Drivers and Leveraging them for Sales
1. Auflage 2022
ISBN: 978-3-658-35187-8
Verlag: Springer

Buch, Englisch, 140 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 236 g

Reihe: Management for Professionals

This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Selmer, Werner Klaus

Briesemeister, Benny B.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Neurowissenschaften, Kognitionswissenschaft
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Multisensory Experiences in Digital Media.- A Good Product Name in the Semantic Network: Implicit Methods for Naming.- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design.- Neuromarketing Beyond the Posttest: fMRI Can Predict theCommercial Effectiveness of Storyboards Before the TV Commercial Is Shot.- Toward an Engagement-Centric Sports Rights Valuation Model:Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting.- Love at First Click: Why Emotion Measurement Ensures theEconomic Success of Online Services.- Leveraging Neuroscience-Based Insights to Improve Customer Experience.- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience.- Beyond Neuromarketing: How Neuroscience Is PenetratingNew Areas of Business.- Anticipated Regret in Decision-Making and Behaviour Change.

Über Autor(innen)

Since 2010, Dr. Benny B. Briesemeister is working on how to apply neuroscience to enable better business decisions – first at the Freie Universität Berlin (Germany), then as CEO of Neurospective GmbH, and finally as scientific lead of the Deloitte Neuroscience Institute (Germany). In 2015, he was named NMSBA Neurotalent of the Year.

Werner Klaus Selmer has a diploma in communications management from the University of Arts, Berlin (Germany). He worked as a creative planner at the ad-agency CANTUS MEDIA Werbeagentur in Munich (Germany) and was responsible for authoring the award winning Spangler Automation case study.