"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." --John Philip Jones, Emeritus Professor at Syracuse University "Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." "--"CHOICE ""The Branded Mind."..provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." "--"Midwest Book Review ..".["The Branded Mind"] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value... It is a brilliant achievement." --Robert Morris ..". provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " --brandchannel.com ..".[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." - --Will Roney, Startup Business Book Reviews "du Plessis brings ani
The Branded Mind investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, it investigates topics such as, personality, measuring the brain, consumer behaviour, decision making and market segmentation.
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