000			02686nam a2200277Ia 4500
001			1800
008			230305s2014 xx 000 0 und d
020			_a9781137278920
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHF5415.32 _b.V36 2012
100			_aVan Praet, Douglas _921409 _eauthor
245		0	_aUnconscious branding _b: how neuroscience can empower (and inspire) marketing _c/ Douglas Van Praet.
260			_aNew York, NY : _bSt. Martin's Press, _c2014.
300			_axiv, 274 pages ; 23 cm.
504			_aIncludes bibliographical references (pages [251]-269) and index.
505			_aThe science below our deeper behavior. The myth of marketing ; Humans, not consumers ; The biology of behavior -- The seven steps to behavior change. Step one : interrupt the pattern ; Step two : create comfort ; Step three : lead the imagination ; Step four : Shift the feeling ; Step five : satisfy the critical mind ; Step six : change the associations ; Step seven : take action.
520			_aFor too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
526			_aS2 B2 PBT P1 Neuromarketing | B3ASP FLM: Marketing Strategic Approach
590			_bPreview available on Google Books (link)
650			_aConsumer behavior _xPsychological aspects _98770
650		0	_aConsumer behavior _xPsychological aspects
655			_aConsumer behavior -- Textbooks
942			_2lcc
999			_c1755 _d1755