Neuromarketing in Business

Identifying Implicit Purchase Drivers and Leveraging them for Sales

Benny B. Briesemeister, Werner Klaus Selmer (Herausgeber)

Buch | Softcover

VIII, 140 Seiten

2023 | 1st ed. 2022
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-35187-8 (ISBN)

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This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.

Since 2010, Dr. Benny B. Briesemeister is working on how to apply neuroscience to enable better business decisions – first at the Freie Universität Berlin (Germany), then as CEO of Neurospective GmbH, and finally as scientific lead of the Deloitte Neuroscience Institute (Germany). In 2015, he was named NMSBA Neurotalent of the Year. Werner Klaus Selmer has a diploma in communications management from the University of Arts, Berlin (Germany). He worked as a creative planner at the ad-agency CANTUS MEDIA Werbeagentur in Munich (Germany) and was responsible for authoring the award winning Spangler Automation case study.

Multisensory Experiences in Digital Media.- A Good Product Name in the Semantic Network: Implicit Methods for Naming.- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design.- Neuromarketing Beyond the Posttest: fMRI Can Predict theCommercial Effectiveness of Storyboards Before the TV Commercial Is Shot.- Toward an Engagement-Centric Sports Rights Valuation Model:Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting.- Love at First Click: Why Emotion Measurement Ensures theEconomic Success of Online Services.- Leveraging Neuroscience-Based Insights to Improve Customer Experience.- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience.- Beyond Neuromarketing: How Neuroscience Is PenetratingNew Areas of Business.- Anticipated Regret in Decision-Making and Behaviour Change.

Erscheinungsdatum	06.01.2023
Reihe/Serie	Management for Professionals
Zusatzinfo	VIII, 140 p. 52 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	155 x 235 mm
Gewicht	235 g
Themenwelt	Medizin / Pharmazie ► Medizinische Fachgebiete ► Neurologie
	Naturwissenschaften ► Biologie ► Humanbiologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
	Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie
Schlagworte	Advertising Effectiveness • Emolyzr process • Emotions and user engagement • Emotions and user experience • Experience economy in branding • Frontal Alpha Asymmetry • Mobile eyetracking • Multisensory approaches • Neuromarketing and UX • Neuromarketing at stationary point of sale • Predicting purchase decisions • Psychological Profiling
ISBN-10	3-658-35187-X / 365835187X
ISBN-13	978-3-658-35187-8 / 9783658351878
Zustand	Neuware