Neuromarketing For Dummies

Introduction

Part I: The Brave New World of Neuromarketing
Chapter 1: What Neuromarketing Is and Isn't
Chapter 2: What We Know Now That We Didn't Know Then
Chapter 3: Putting Neuromarketing to Work
Chapter 4: Why Neuromarketing Matters

Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer
Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior
Chapter 6: The Central Role of Emotions in Consumer Responses
Chapter 7: New Understandings of Consumer Goals and Motivation
Chapter 8: Why We Buy the Things We Buy

Part III: Neuromarketing in Action
Chapter 9: Brands on the Brain
Chapter 10: Creating Products and Packages That Please Consumers' Brains
Chapter 11: Advertising Effectiveness
Chapter 12: The Shopping Brain and In-Store Marketing
Chapter 13: When Consumers' Brains Go Online
Chapter 14: Entertainment Effectiveness

Part IV: Measuring Consumer Response with Neuromarketing
Chapter 15: Traditional Approaches: Why Not Just Ask People?
Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers
Chapter 18: Picking the Right Approach for Your Research Needs

Part V: Living with Neuromarketing: Practical and Ethical Considerations
Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures
Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies
Chapter 21: Picking the Right Neuromarketing Partner
Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications

Part VI: The Part of Tens
Chapter 23: Ten Mistaken Beliefs about Neuromarketing
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing

Index