The Resource Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
Resource Information
The item Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Memorial Hall Library.This item is available to borrow from 1 library branch.
Resource Information
The item Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Memorial Hall Library.
This item is available to borrow from 1 library branch.
- Summary
- "For 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"--
- Language
- eng
- Edition
- First edition.
- Extent
- xiv, 274 pages
- Contents
-
- The 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
- Isbn
- 9780230341791
- Label
- Unconscious branding : how neuroscience can empower (and inspire) marketing
- Title
- Unconscious branding
- Title remainder
- how neuroscience can empower (and inspire) marketing
- Statement of responsibility
- Douglas Van Praet
- Language
- eng
- Summary
- "For 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"--
- Assigning source
- Provided by publisher
- Cataloging source
- DLC
- http://library.link/vocab/creatorName
- Van Praet, Douglas
- Dewey number
- 658.8/342
- Index
- index present
- LC call number
- HF5415.32
- LC item number
- .V36 2012
- Literary form
- non fiction
- Nature of contents
- bibliography
- http://library.link/vocab/subjectName
-
- Consumer behavior
- Marketing
- BUSINESS & ECONOMICS / Marketing / General
- BUSINESS & ECONOMICS / Marketing / Research
- Label
- Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
- Bibliography note
- Includes bibliographical references and index
- Carrier category
- volume
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type MARC source
- rdacontent
- Contents
- The 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
- Control code
- 1385862
- Dimensions
- 25 cm
- Edition
- First edition.
- Extent
- xiv, 274 pages
- Isbn
- 9780230341791
- Isbn Type
- (hardback)
- Lccn
- 2012014890
- Media category
- unmediated
- Media MARC source
- rdamedia
- System control number
-
- (Sirsi) 1385862
- (OCoLC)778422659
- Label
- Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet
- Bibliography note
- Includes bibliographical references and index
- Carrier category
- volume
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type MARC source
- rdacontent
- Contents
- The 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
- Control code
- 1385862
- Dimensions
- 25 cm
- Edition
- First edition.
- Extent
- xiv, 274 pages
- Isbn
- 9780230341791
- Isbn Type
- (hardback)
- Lccn
- 2012014890
- Media category
- unmediated
- Media MARC source
- rdamedia
- System control number
-
- (Sirsi) 1385862
- (OCoLC)778422659
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.mhl.org/portal/Unconscious-branding--how-neuroscience-can/7KV7YHLSiKQ/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.mhl.org/portal/Unconscious-branding--how-neuroscience-can/7KV7YHLSiKQ/">Unconscious branding : how neuroscience can empower (and inspire) marketing, Douglas Van Praet</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.mhl.org/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="https://link.mhl.org/">Memorial Hall Library</a></span></span></span></span></div>
