(E–pub) [Decoding the Irrational Consumer] by Darren Bridger


Decoding the Irrational ConsumerDarren Bridger looks at a number of the recent theories and ideas underpinning how marketers ad creators designers and neuroscientists use neuromarketging data Most eople do not accurately self report their motivations Rather than taking rational decisions their emotions feelings and ast not accurately self report their motivations Rather than taking rational decisions their emotions feelings and ast cause their brains to take short cuts The industry reuieres new market research tools All major international companies trying to understand consumer behaviour include some understanding of the noncnscious intuitive consumerDecoding the Irrational Consumer offers a revamped toolbox consisting elements from neuro aesthetics insights from neuroscience on what we find beautiful leasurable or attractive and why behavioural economics studies how The Elephants Journey people make decisions about value implicit response measures computer based online tests facial action coding common expressions across cultures biometrics bodilly metrics like heart rate and skin conductance eye tracking EEG fMRI and SST to measure brain activity whileerforming tasks or answering uestions and Sklaven für Wutawia + Gauner mit der 'Goldenen Hand' prediction markets removing noise in the responses of individuals by aggregating the group response as a wholeWhile the book may become obsolete with. New developments in the behavioral sciences have revealed that mosteople do not accurately self report their motivations  It is now understood that decision making is driven by emotions and the subconscious rather than by urely rational calculations  Asking direct uestions understood that decision making is driven by emotions and the subconscious rather than by urely rational calculations  Asking direct uestions the global marketing and advertising research industry. In a decade due to the fast developments in the forementioned academic research fields Decoding the Irrational Consumer is a owerful guide for industry StoryBranding: Creating Stand-Out Brands Through The Power of Story professionals Clear and concise writing styleacked with illustrations and interesting facts An excellent thoroughly researched book on current and future trends in consumer behavioral studies A sound book for starters in advanced research techniues along with information about cognitive underpinnings governing consumer decision making and the latest technology A little dry for the average reader The end notes are distracting Decide who the reader is bc if it is supposed be a business manager this book is a waste of time A business Person Wants Headlines How Tos Practical Tips wants headlines how tos It's A Wonderfully Sexy Life practical tips science should back those things up not come first Sorry scientists Tell a story to illustrate youroints We may all like to think that we are rational Lignin Biodegradation predictable and stable yet science seemingly can and does tell a different tale This book looks at irrationality in the consumer giving a glimpse at the developing world of behavioural sciences a discipline that is taking a foothold in marketing and advertising circles as well asroviding clues as to how this ir. Has reviously depended on is no longer enough  Instead the industry reuires a new generation of research tools such as behavioral economics eye tracking implicit response measures and facial coding to find the truth behind what consumers are saying Decoding the Irrational and facial coding to find the truth behind what consumers are saying Decoding the Irrational rovides marketers and researchers with an overview Rationality may be exploitedThis is a fascinating subject something that one does not tire of erhaps because things are still in a relatively evolutionary and exploratory stage Many of the old tried and tested marketing techniues are or should be no longer Many of the old tried and tested marketing techniues are or should be no longer They are being superseded by things such as behavioural economics eye tracking and facial coding and this book offers the reader a great explanation and taste of these This is a book that will be out of date re A fascinating insight into the new developments of behavioural sciences and how consumers make insight into the new developments of behavioural sciences and how consumers make We like to think we re rational creatures but most of our decisions are irrational based on emotions such as fear or love Bridger takes a look at the new techniues marketers are developing to unveil this unconscious rocess including facial action coding biometrics and eye trackingBecause of this the book is a bit too technical for the average consumer or the business owner looking for ractical tips to implement straight away But I highly recommend it to everyone interested in the science behind our actions and the way marketers are exploiting the results of this research to get us to buy their Schilder's Struggle for the Unity of the Church products Recensione su at. F each of these new research tools and techniues their individual strengths and weaknesses and how they can be used to generate consumer insights  Chapter topics cover keyrinciples and applications facial coding heuristics behavioral experiments biometric data rediction markets creating smarter surveys and how to combine techniues?. ,