Brainfluence: 100 ways to persuade and convince consumers with neuromarketing

INDICE: Preface: Why Brainfluence? Todays #1 Challenge: Better Results withLess Money The Answer: Appealing to Your Customer's Brain From Ad Psychology to Neuromarketing How Rational Are We? What is Neuromarketing? Good or Evil? What This Book is NOT Who Can Benefit From This Book Acknowledgments Author Biography Roger Dooley Chapter 1: Sell to 95% of Your Customer's Brain Brainfluence Takeaway: Stop Selling to 5% of Your Customer's Brain Section 1: Price Ouch! of Paying Bundling Minimizes Pain Fairness Counts Credit as Painkiller Brainfluence Takeaway: Minimum Pain, Maximum Sales Chapter 3: Don't Sell Like a Sushi Chef Paying for Pain Avoidance Brainfluence Takeaway: Avoid Multiple Pain Points Chapter 4: Picturing Money No Money In Sight Restaurant Lessons Brainfluence Takeaway: Use Money Cues Wisely Chapter 5: Anchors Aweigh! Gasoline: Drifting Anchor Real Estate Prices Less Familiar Products Irrational Anchors Presetting an Anchor Brainfluence Takeaway: Be Careful Where You Drop Your Anchor! Chapter 6: Wine, Prices, and Expectations Brainfluence Takeaway: Be Careful With Discounts Chapter 7: Be Precise With Prices Brainfluence Takeaway: Use Precise Pricing Chapter 8: Decoy Products Not So Good Decoy to Push Your Top Product Chapter 9: How About a Compromise? Brainfluence Takeaway: Add a High End Product Chapter 10: Cut Choices, Boost Sales Choice Fatigue Brainfluence Takeaway: Find Your Choice Sweet Spot Section 2: Sensory Brainfluence Chapter 11: UseALL The Senses Brand Fragments Brainfluence Takeaway: Appeal to All Five Senses Chapter 12: Does Your Marketing Smell? More Scent Effects Bad Smells Brainfluence Takeaway: Own Your Smell Summary: Think smell Chapter 13: Learn from Coffee Nespresso's Dilemma Brainfluence Takeaway: Give Your Product a Sensory Tweak Chapter 14: Sounds Like Changed Behavior Brainfluence Takeaway: Find Background Music That Works! Chapter 15: The Sound of Your Brand The Musical Logo Beyond Music Brainfluence Takeaway: Find and Keep Your Key Audio Branding Elements Chapter 16: Exploit the Brut Effect Brainfluence Takeaway: Use Scent to BeMemorable Chapter 17: Smelly But Memorable Tagline Recall Enhanced Purchase Triggers One small but interesting study measured sales of a liquor product in a bar. Patrons who had the aroma of that beverage pumped into the surroundingair while a visual ad could be seen purchased nearly twice as much of the product as those who saw the ad alone. Brainfluence Takeaway: Unique Scents BoostMemorability Chapter 18: Learn from Yogurt Brainfluence Takeaway: Important Product Characteristics May Not Be Obvious Section 3: Brainfluence Branding Brains Love Brands They Know Brands Trump Senses Chapter 19: Neurons That Fire Together The Monkey's Paw Anything for a Smoke I Like It, But Why? Pavlovian Branding Brainfluence Takeaway: Keep Your Brand Associations Consistent Chapter 20: Who Needs Attention? Low Attention, No Attention Ignored TV Commercials Fast-Forward Branding Branding Without Seeing Fami

• ISBN: 978-1-118-11336-3
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 272
• Fecha Publicación: 02/11/2011
• Nº Volúmenes: 1
• Idioma: Inglés