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" The branded mind : "
Erik du Plessis
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BL
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| Record Number
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703971
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| Doc. No
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b526160
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| Main Entry
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Du Plessis, Erik
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| Title & Author
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The branded mind : : what neuroscience really tells us about the puzzle of the brain and the brand /\ Erik du Plessis
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2011
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| Page. NO
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xvii, 251 pages :: illustrations ;; 25 cm
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| ISBN
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074946125X
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: 9780749461256
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| Bibliographies/Indexes
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Includes bibliographical references (pages [245]-246) and index
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| Contents
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pt. 1. What it is all about -- This book is about the consumer's brain -- The new paradigm -- The brain : the coming together of disciplines -- pt. 2. The decision-making puzzle -- Interpretation, memory, experience, learning -- Introducing the rat brain robot -- Feeling -- The 'feeling' brain systems and how they work -- The environmental awareness system: emotions? -- The 'state of body' system: homeostasis? -- The 'state of mind' system, or moods and arousal -- The evaluation system: pleasure -- Personality -- Social systems and culture -- Gender differences? -- Let's put it all together -- Measuring the brain -- Increasing our brainpower : using neuroscience effectively -- pt. 3. Creating mischief -- On creating mischief -- Buy--ology -- The elusive subconscious? -- pt. 4. Towards insights -- Read Montague's Pepsi Challenge -- Science: models and measurements -- pt. 5. Some marketing implications -- Attention -- The brand soma -- Consumer decision making as heuristics -- Market segmentation -- Advertising budget, brand life cycle, synapses and brand soma -- pt. 6. My conclusions -- What this was all about -- Is the future what it was?
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| Subject
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Advertising-- Psychological aspects
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Branding (Marketing)
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Marketing-- Psychological aspects
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Neuromarketing
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| Dewey Classification
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658.8/342
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| LC Classification
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HF5415.12615.D8 2011
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