The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain by Anne-Sophie Bayle-Tourtoulou, Michel Badoc
English | May 5th, 2020 | ISBN: 0367895900 | 332 pages | True EPUB | 1.39 MB
Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organisations must adapt their strategies. This book explains the subconscious behaviour of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behaviour.