This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.
Author(s): Benny B. Briesemeister, Werner Klaus Selmer
Series: Management for Professionals
Publisher: Springer
Year: 2022
Language: English
Pages: 148
City: Cham
Preface: Neuromarketing Put to Practice
Definition Neuromarketing
Reference
Contents
Multisensory Experiences in Digital Media
1 Meaning of Multisensory Experiences
2 Experiences as Neural Networks
3 The Multisensory Memory
3.1 Example
4 Digital Brand Codes: The Four Emotional Signals of the Brand
5 Technically Generated Multisensor Technology
6 Multisensory Architecture of the Future
7 Conclusion
References
A Good Product Name in the Semantic Network: Implicit Methods for Naming
1 Semantic Networks
1.1 Priming
2 Implicit Methods
3 Highlight: Implicit Association Test (IAT) in Market Research
4 Practical Example: The Development of Product Names
5 Market Research Approach: Name Test
5.1 The Method
5.2 The Name Is Remembered
5.3 The Name Is Well Associated
5.4 The Result
6 Summary
References
Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design
1 The Critical Management of Brand Knowledge
2 Case Study: Map and Develop a New Corporate Identity
2.1 The Need of Rebranding
2.2 Brand Relaunch Background and Step by Step Approach
2.2.1 Insight Step: Generating Evidence-Based Insights
2.2.2 Strategic Positioning Step: Determining Final Relaunch Strategy
2.2.3 Design Step: Developing and Revising Distinctive Assets
2.2.4 Alignment Step: Steering the Internal Brand Implementation Process
2.2.5 Communication Step: Rolling Out of the New Brand Identity
2.3 Critical Review: Evaluating the Communication Power in a Posttest
3 Discussion: The Marketing Need to Take Journey into the Implicit Consumer Mind
References
Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is S...
1 Introduction
2 TV Commercial Effectiveness Predicted by Functional MRI
3 The Elusive Ingredient of Effectiveness
4 Effective TV Commercials Have a Unique ``Neural Signature´´
5 Can Effectiveness Be Predicted Using TVCs?
6 Reverse Engineering of Storyboards from TV Commercials
7 TV Commercials Are Predicted from Their Storyboards
8 Nearly Perfect Prediction in the Dimension That Matters: Pos-Neg Balance
9 Afterthoughts: Toward a New Way of TV Commercial Production
References
Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sp...
1 Introduction
2 Limitations of Traditional Reach X Frequency Valuation Models: The Business Case for Change
3 EDA as a Metric for Emotion to Media Content
4 Emotion and Memory
5 Putting It All Together in an Applied Setting
5.1 Study 1: Arousal Carryover Effects in Sports Valuation
5.1.1 Data Collection and Processing
5.1.2 Results
5.2 Study 2: Emotional Response to Super Bowl Ads Is Predictive of Recall in an Ecological Setting
5.2.1 Data Collection and Processing
5.2.2 Results
6 Concluding Remarks: The Future - Integrating Emotion and Programmatic Toward ``Emotionally Triggered Advertising´´
References
Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services
1 The Fat Years Are over, Aren´t They!?
2 User-Centered Design = Understanding and Serving the User
3 Why Emotions Are So Important
4 Causes of Emotions
5 There Is No Cookbook for User-Centered, Positive-Impact ``Soup´´
6 Emotion Measurement as a Means of Implementing a User-Centered Strategy
6.1 Surveys Are Unsuitable for Emotion Measurement
6.2 Measuring Emotions Correctly: With Emolyzr
7 Frequently Asked Questions and the Respective Answers
8 Application Examples
9 Conclusion
References
Leveraging Neuroscience-Based Insights to Improve Customer Experience
1 Case Study: Finance Your New Car with Ease
1.1 Using Neuroscience to Capture Insights
1.2 What Did We Find Out?
1.3 The Evolving Customer Was Your Average Joe
1.4 Sophisticated Customers Were a Totally Different Type
1.5 Translating Insights into a Great Customer-Centric Experience
2 Case Study: Insurance Becomes a Pleasant Experience
2.1 Using Neuroscience to Capture Insights
2.2 Translating Insights into a Great Customer-Centric Experience
Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience
1 Learning from the Best ...
1.1 Customer Experience as a Success Factor
1.2 Differences Between Online Retail and Traditional Brick-and-Mortar Business
2 The Limits of Traditional Market Research
2.1 Surveys
2.2 Behavioral Observation
3 Introduction to Neuroscientific Market Research
3.1 The Customer´s View
3.2 The Emotional Evaluation: Approach Behavior in the EEG
3.3 Psychological Profiling: The Question of ``Why´´
3.4 The Basic Principle of Neuroscientific Market Research for the Point of Sale
4 The Prediction of Purchase Decisions Based on the First Eye Contact
5 Case Study: The Optimization of Telecommunication Stores
5.1 A Few Insights into Store Optimization
6 Conclusion
References
Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business
1 Why Is Neuroscience Relevant in Business?
1.1 Excursus: Advantages of Neuroscientific Methods over Questioning
1.2 Example New Coke
1.3 Neuroscience Methods
1.3.1 Electroencephalogram (EEG)
1.3.2 Eye Tracking
1.3.3 Implicit Test of Associations (ITA)
2 How Can Unconscious Needs Be Made Visible?
3 Where in Business Can Insights About Implicit Motives Be Applied?
3.1 Who Are My Customers?
3.2 Example: Employee Experience
3.3 How Do Customers Perceive My Brand?
3.4 Example: Brand Perception
3.5 How Do Customers Perceive My Product?
3.6 Example: Online Store Optimization
3.7 How Can I Reach Customers with My Product?
3.8 Example: Target Group-Specific Film Trailer
3.9 How Can I Keep Customer´s Loyal to My Brand?
3.10 Example: Newsletter
3.11 How Can I Encourage Customers to Behave in a Desired Way?
3.12 Example Nudging
4 Conclusion
References
Anticipated Regret in Decision-Making and Behaviour Change
Ipsos is working with leading academics and university programs to frame the theoretical foundations of our scientific develop...
1 Behaviour Shift: Regret Helps Consumers to Cope with Conflicting Preferences and Ultimately Leads to Behaviour Change
2 Behaviour Stickiness: Anticipated Regret Can Help Marketers Gauge if a Change in Behaviour Is Here to Stay
3 Behaviour Intent: Anticipated Regret Is a Consistent Driver Across Different Types of Decision-Making Profiles - As Seen in ...
References
