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

by Darren Bridger

New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools,...

• Format: Paperback
• Language: English
• ISBN: B071RYLFDQ
• ISBN13: 9780749473846
• Release Date: August 2015
• Publisher: Kogan Page
• Length: 224 Pages
• Weight: 0.76 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"