The neuro-consumer : adapting marketing and communication strategies for the subconscious, instinctive and irrational consumer's brain /
Anne-Sophie Bayle-Tourtoulou, Michel Badoc.
- 321 pages ; 24 cm
Includes bibliographical references and index.
"Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organisations must adapt their strategies. This book explains the subconscious behaviour of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behaviour. Written in plain English for business and management readers with no scientific background, it focuses on: How to adapt marketing and communication to the subconscious and irrational behaviours of consumers The direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains Implications for innovation, packaging, price, retail environments and advertising The use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations The influence of social media and communities on consumers' decisions: when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication The ethical limits and considerations that organisations must heed when following these principles Authored by two globally recognised thought leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience, and vital reading for any advanced student or researcher in this area"--