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The Resource Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research, Darren Bridger

Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research, Darren Bridger

Label
Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research
Title
Decoding the irrational consumer
Title remainder
how to commission, run and generate insights from neuromarketing research
Statement of responsibility
Darren Bridger
Creator
Author
Subject
Language
eng
Summary
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. This book 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. Topics include: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. --
Assigning source
Edited summary from book
Cataloging source
CtWfDGI
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Series statement
Marketing science
Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research, Darren Bridger
Label
Decoding the irrational consumer : how to commission, run and generate insights from neuromarketing research, Darren Bridger
Publication
Related Contributor
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Related Agents
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Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
mixed
Content category
text
Content type code
txt
Content type MARC source
rdacontent
http://library.link/vocab/cover_art
https://contentcafe2.btol.com/ContentCafe/Jacket.aspx?Return=1&Type=S&Value=9780749473853&userID=ebsco-test&password=ebsco-test
Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4316416'}
Extent
1 online resource
Form of item
online
Isbn
9780749473853
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Specific material designation
remote

Library Locations

    • Folsom LibraryBorrow it
      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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