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, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are…mehr
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, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying."Decoding the Irrational Consumer" provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography.
Darren Bridger is a director of Neurostrata, a research and consulting company that uses and analyzes data that taps into consumers' unconscious thinking and motivation. He is the co-founder of two of the pioneering companies in the neuromarketing industry: NeuroCo and The MindLab. He has also written the books Get It Done! (Nourish Books), Boost Your Memory (Infinite Ideas), and The Soul of the New Consumer (Nicholas Brealey Publishing).
Inhaltsangabe
Foreword Preface Acknowledgements Part One Theoretical insights 01 The irrational consumer: introduction How the view of the rational consumer crumbled Hunter-gatherers in the shopping mall The irrational non-conscious Dual-process decisions The types of data that are hard to measure rationally How the irrational can be decoded How companies are using this data Summary Notes 02 The brain: attention, memory and emotion Attention Memory Emotion Embodied cognition Summary Notes 03 Neuroaesthetics Beauty Faces Colours Culture Eight neuro-principles and their implications Using neuro-principles Summary Notes 04 Behavioural economics Value is not rationally objective Ecological rationality Heuristics Nudges: small interventions with big effects Choice architecture and the $300 million button Summary Notes Part Two The new research tools 05 Guidelines for experiments Principles for neuro-testing Realism versus control Recruitment and cultural differences Benchmarking and normalizing Lab, online and real-world testing Interesting questions for experiments Summary Notes 06 Eye-tracking How we see Detail versus gist Eye-trackers What draws the eye? Fixation predicts choice Pros and cons Summary Notes 07 Implicit response measures Implicit memory webs Academic underpinning The Implicit Association Test (IAT) Affective and evaluative priming tests Summary Notes 08 Facial action coding The six primary emotions Automated FACS (aFACS) What it is most useful for Summary Notes 09 Biometrics The nervous system Key biometric considerations Heart activity Skin conductance (GSR or EDR) Pupillometry Other measures Pros and cons of biometrics Summary Note 10 Neuro-measures fMRI EEG SST Summary Part Three Putting it all together 11 Computational neuroscience Predicting successful music and movies Predicting where you will look The maths of beauty What will be the role of computational neuroscience? Summary Notes 12 Smarter survey design Psychological limits to survey design Theory of planned behaviour Cognitive interviewing Creating smarter surveys Summary Notes 13 Combining techniques Some typical combinations Tracking combinations Parallel combinations Visualizing combined results Anatomy of an ad Combining vendors Combining with sales data Summary Notes 14 Conclusions The future Limitations and ethical issues Narrow explanations could become locked-in Doesn't measure longer-term reactions Glossary Further Reading Index
Foreword Preface Acknowledgements Part One Theoretical insights 01 The irrational consumer: introduction How the view of the rational consumer crumbled Hunter-gatherers in the shopping mall The irrational non-conscious Dual-process decisions The types of data that are hard to measure rationally How the irrational can be decoded How companies are using this data Summary Notes 02 The brain: attention, memory and emotion Attention Memory Emotion Embodied cognition Summary Notes 03 Neuroaesthetics Beauty Faces Colours Culture Eight neuro-principles and their implications Using neuro-principles Summary Notes 04 Behavioural economics Value is not rationally objective Ecological rationality Heuristics Nudges: small interventions with big effects Choice architecture and the $300 million button Summary Notes Part Two The new research tools 05 Guidelines for experiments Principles for neuro-testing Realism versus control Recruitment and cultural differences Benchmarking and normalizing Lab, online and real-world testing Interesting questions for experiments Summary Notes 06 Eye-tracking How we see Detail versus gist Eye-trackers What draws the eye? Fixation predicts choice Pros and cons Summary Notes 07 Implicit response measures Implicit memory webs Academic underpinning The Implicit Association Test (IAT) Affective and evaluative priming tests Summary Notes 08 Facial action coding The six primary emotions Automated FACS (aFACS) What it is most useful for Summary Notes 09 Biometrics The nervous system Key biometric considerations Heart activity Skin conductance (GSR or EDR) Pupillometry Other measures Pros and cons of biometrics Summary Note 10 Neuro-measures fMRI EEG SST Summary Part Three Putting it all together 11 Computational neuroscience Predicting successful music and movies Predicting where you will look The maths of beauty What will be the role of computational neuroscience? Summary Notes 12 Smarter survey design Psychological limits to survey design Theory of planned behaviour Cognitive interviewing Creating smarter surveys Summary Notes 13 Combining techniques Some typical combinations Tracking combinations Parallel combinations Visualizing combined results Anatomy of an ad Combining vendors Combining with sales data Summary Notes 14 Conclusions The future Limitations and ethical issues Narrow explanations could become locked-in Doesn't measure longer-term reactions Glossary Further Reading Index
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