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Living brands - LID Publishing, 2018 - 453 pages : illustrations ; 24 cm

how biology & neuroscience shape consumer behaviour & brand desirability

Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped us survive and thrive. Our fundamental human motives shape the language that is shared by everyone. Living Brands decodes this language and helps marketers, consumer insight managers, advertisers, designers, PR professionals, and brand owners bring brands to life. By using a multidisciplinary approach that includes client workshops, brand communication decoding, motivational research, cultural anthropology, sociology, philosophy, psychology, cognitive science, and affective neuroscience, Living Brands deconstructs and prioritizes the motives underpinning our consumer behavior, allowing practitioners to build narratives that engage consumers at a profound human level.

ISBN: 9781911498797

Subjects--Uniform Titles:
CLASS H - SOCIAL SCIENCES

Subjects--Topical Terms:
Consumer behavior
Consumer behavior
Consumer behavior--Psychological aspects
Consumer behavior--Psychological Neurobiological reactions
Consumer behavior
Consumer behavior--Management
Consumer behavior
Consumer behavior
Consumer behavior

Index Terms--Genre/Form:
Consumer behavior -- Textbooks