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Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.
This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order.
- Discover ways for brands and products to form emotional bonds with customers
- Includes ideas for small businesses and non-profits
- Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales
Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.
Product Details
Hardcover: 304 pages
- Publisher: Wiley; 1 edition (November 22, 2011)
- Language: English
- ISBN-10: 1118113365
- ISBN-13: 978-1118113363
- Product Dimensions: 9.1 x 6.4 x 1.1 inches
- Shipping Weight: 15.2 ounces (View shipping rates and policies)
- Average Customer Review: 4.5 out of 5 stars See all reviews (46 customer reviews)
- Amazon Best Sellers Rank: #20,611 in Books (See Top 100 in Books)
- #28 in Books > Business & Money > Marketing & Sales > Consumer Behavior
- #52 in Books > Business & Money > Marketing & Sales > Advertising
Editorial Reviews
From the Inside Flap
Brainfluence explains how to apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. Neuromarketing studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways, Brainfluence contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.
Neuromarketing can benefit your organization—whether a business or a nonprofit—in measurable ways. Get easy-to-implement, detailed tactics that are proven to boost sales, including:
Ease the very real pain of high prices through bundling, using decoys, and anchoring your prices effectively
Use images of money to stimulate a consumer to make a selfish purchase, like a sports car (but avoid these tactics when encouraging the purchase of a gift)
Win loyalty with rewards and quality contact time with the customer
Keep your brand associations consistent (and consistently good!) and become the more familiar brand
Build sensory features into your products, services, and marketing to appeal directly to the emotions and stored memories of your customers
And much more!
Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts. Your customer's subconscious mind is a vast potential resource—this book explains how to tap it.
From the Back Cover
— Guy Kawasaki, author of Enchantment and former chief evangelist of Apple
"Roger's writing is practical and very insightful. His book delivers on its promise: smart ideas supported by science that can help you make more money. A great and profitable read!"
— Christophe Morin, coauthor of Neuromarketing and CEO, SalesBrain
"Using the most modern neuroscience research out there, Roger Dooley's insightful new book, Brainfluence, will serve as a how-to guide for driving a successful business past its competition."
— Martin Lindstrom, author of Brandwashed
"For years I've turned to Roger Dooley to keep up with the cutting edge of neuromarketing. Now with Brainfluence, Roger gives smart businesspeoplea one-stop unfair advantage. This book is a must-read."
— Brian Clark, CEO, Copyblogger Media
XEM CHI TIẾT TẠI AMAZON.COM
- Link: http://www.amazon.com/Brainfluence-Persuade-Convince-Consumers-Neuromarketing/dp/1118113365
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