Neuromarketing For Dummies®
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Table of Contents
Part I: The Brave New World of Neuromarketing
Chapter 1: What Neuromarketing Is and Isn’t
Neuromarketing versus marketing
What neuromarketing is good for
Brain science and the foundations of neuromarketing
Understanding the New Scientific Foundations of Neuromarketing
Exploring Where Marketers Are Using Neuromarketing Today
Explaining How Neuromarketing Measures Consumer Responses
Succeeding with Neuromarketing Studies
Chapter 2: What We Know Now That We Didn’t Know Then
How We Used to Think about Consumers
The rational consumer: Mr. Spock goes shopping
Rational models for rational marketing to rational consumers
Measuring effectiveness the old-fashioned way
How People Really See and Interpret the World
Forming impressions: How we take in the world around us
Determining meaning and value: Creating connections in our minds
Deliberating and analyzing: What we say when we talk to ourselves
Speaking and acting: Finally, we act! (Or maybe just talk about it)
Replacing the Rational Consumer Model with the Intuitive Consumer Model
Chapter 3: Putting Neuromarketing to Work
Building Better Brands with Neuromarketing
Why leading brands are so hard to displace
Using neuromarketing to test brands
Designing Better Products and Packages with Neuromarketing
Neurodesign of everyday things
Neuromarketing and new product innovation
Using neuromarketing to test new product ideas
Creating Effective Ads with Neuromarketing
The direct route: Impacting the sale directly
The indirect route: Changing and reinforcing attitudes toward the brand
Using neuromarketing to test advertising
Understanding the Mind of the Shopper with Neuromarketing
Understanding the mind of the shopper
Making stores more brain-friendly
Using neuromarketing to test shopping environments
Appealing to Brains Online with Neuromarketing
Going online: Something new for the old brain
Satisfying (almost) every need online
Using neuromarketing to test online experiences
Producing Compelling Entertainment with Neuromarketing
Neuroscience goes to the movies
Product placement in movies, TV shows, and beyond
The future of entertainment: Immersive games and simulations
Using neuromarketing to test entertainment
Chapter 4: Why Neuromarketing Matters
Potential Dangers of Neuromarketing
Reading our minds, invading our privacy
Making us want things that aren’t good for us
Potential Benefits of Neuromarketing
Using neuromarketing to inform and educate
Making consumers’ lives a little easier
Acknowledging the value of intangible value
Learning to Live with Neuromarketing: The New Realities
Neuromarketing is here to stay
Seeing your world through a marketer’s eyes
Part II: The Essence of Neuromarketing: The Nonconscious Mind of the Consumer
Chapter 5: The Intuitive Consumer: Nonconscious Processes Underlying Consumer Behavior
The Intuitive Consumer Is a Cognitive Miser
Interpreting our world efficiently
Comforting us with familiarity
Keeping things simple with processing fluency
The Nonconscious Mind Anchors Us in the Moment
The survival value of nonconscious thinking
Why we’re not conscious of our nonconscious
How we make decisions without thinking about them
The priming directive: Influence without awareness
So, What Is Consciousness Good for, Anyway?
Taking over from the nonconscious when necessary
Thinking about the past and the future
The Three Master Variables of Neuromarketing Research
Attention: The doorway to conscious awareness
Emotion: Arousal, attraction, motivation
Memory: How we construct, retrieve, and reconstruct the past
Chapter 6: The Central Role of Emotions in Consumer Responses
Understanding Nonconscious Emotional “Markers”
Nonconscious emotions versus conscious feelings
I feel your pain: Emotions and body states
Aiming the spotlight of attention with emotional markers
Seeing why attention sometimes isn’t so good for marketers
Emotions make memories memorable
Chapter 7: New Understandings of Consumer Goals and Motivation
Conscious and nonconscious goals
Having Goals We’re Not Aware Of
Operating under the influence of nonconscious goals
Implications of nonconscious goals
Consumer Motivation, Goal Seeking, and Goal Attainment
Approach and avoidance in the shopping aisle
Motivation and the intuitive consumer
Beyond the buying brain: Other goals marketers care about
Chapter 8: Why We Buy the Things We Buy
Digging down into Kahneman’s System 1 and System 2
Understanding explicit and implicit decisions
Why Consumer Decisions Aren’t Rational
Judgment heuristics: The way we’re wired
Including judgment heuristics in consumer decision-making models
The Limits of Persuasive Messaging in Consumer Decision Making
Persuasion versus implicit consumer decisions
Persuasion versus judgment heuristics
Part III: Neuromarketing in Action
Chapter 9: Brands on the Brain
Understanding brand “equity” and connections in memory
Activating nonconscious thinking with brands
Why Leading Brands Are So Hard to Displace
Taking advantage of brand leadership
Understanding the upstart’s dilemma
Using Neuromarketing to Test Brands
Measuring brand equity the old-fashioned way
Probing brand connections with neuromarketing
Chapter 10: Creating Products and Packages That Please Consumers’ Brains
Standing out versus blending in
Watching out for your neighbors
Leveraging emotional connections
Neurodesign of Everyday Things
We’re hard-wired for good design
Beauty is in the wallet of the beholder
Neuromarketing and New Product Innovation
Why 80 percent of new products fail
Overcoming bias against the new
Using Neuromarketing to Test Product and Package Designs
The eyes have it: Eye tracking and design testing
Choosing in the blink of an eye
Chapter 11: Advertising Effectiveness
Two Views of How Advertising Works
The direct route: Impacting the sale directly
The indirect route: Changing and reinforcing attitudes toward the brand
Driving the Direct Route to Advertising Effectiveness
Pay attention, I’m talking to you
You are now officially persuaded
Taking the Indirect Route to Advertising Effectiveness
Advertising and low-attention processing
Catch you later: Learning without listening
Using Neuromarketing to Test Advertising
Tracking attention, high and low
Monitoring emotional reactions
Chapter 12: The Shopping Brain and In-Store Marketing
Understanding the Mind of the Shopper
Shopping: A multisensory experience
Personality and shopping styles
Making Stores More Brain-Friendly
Getting shoppers where they need to be
Using Neuromarketing to Test Shopping Environments
Challenges in tracking the free-range shopper
Neuromarketing alternatives to testing in-store
Simulating the shopping experience
Chapter 13: When Consumers’ Brains Go Online
Understanding How Online Marketing Is Different
Embracing interactivity and consumer control
Aligning ads with online tasks and goals
Dissolving the gap between marketing and buying
How the brain consumes web pages
Website frustration, confusion, and rejection
Nonconscious processing and the online experience
Satisfying (Almost) All Our Needs Online
Online search and limitless information
Social networking and limitless sharing
Online shopping and limitless choice
How to Use Neuromarketing to Test Online Experiences and Marketing Effectiveness
Testing online ad effectiveness
Chapter 14: Entertainment Effectiveness
That reminds me of a story . . .
Neuromarketing Goes to the Movies
How movies synchronize our brains
How trailers trigger nonconscious goals
Product Placement in Movies, TV Shows, and Beyond
Neuromarketing principles behind product placement
Product placement gets results
The Future of Entertainment: Immersive Games and Simulations
Immersion and “presence” in online and video games
Product placement in immersive games
Getting back to planet Earth: Aftereffects of game immersion
Using Neuromarketing to Test Entertainment
Measuring physiological responses to entertainment
Measuring brain and behavioral responses to entertainment
Part IV: Measuring Consumer Response with Neuromarketing
Chapter 15: Traditional Approaches: Why Not Just Ask People?
Understanding Why Asking Questions Is Risky Business
Introducing the Three Workhorses of Market Research
Conducting in-depth interviews
Seeking the wisdom of focus groups
Sampling opinions in consumer surveys
Other Ways to Ask Consumers Questions
Test marketing using experimental designs and targeted samples
Mixing and Matching Traditional and Neuromarketing Approaches
Chapter 16: Neuromarketing Measures: Listening to Signals from the Body and the Brain
Understanding Where Neuromarketing Signals Originate
Getting to know your nervous system
Mapping neuromarketing measures to the nervous system
Capturing Signals from the Body
Interpreting facial expressions
Sensing facial muscles: Electromyography
Looking at it the right way: Eye tracking
Reading sweaty palms: Electrodermal activity
Taking a deep breath: Heart rate, blood pressure, and respiration
Racing the clock: Behavioral response times
Capturing Signals from the Brain
Listening to blood flow in the brain
Plugging into the electrical brain
Putting Technologies in Their Proper Place
Chapter 17: Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers
Seeing the logic of response-time studies
Measuring implicit brand attitudes with response-time studies
Measuring semantic and emotional connections with response-time studies
Leveraging Online Services to Tap Into the Wisdom of Crowds
Activating the webcam: Online eye tracking and facial expression analysis
Using “gamification” in online research
“Crowdsourcing” with prediction markets
Conducting Do-It-Yourself Behavioral Experiments
Setting up and running behavioral experiments
Testing behavioral economics principles in real-world settings
Balancing Costs and Benefits in Neuromarketing Studies
Chapter 18: Picking the Right Approach for Your Research Needs
Summarizing What You Can Measure with Neuromarketing
Matching Neuromarketing Approaches to Research Questions
Behavioral response-time studies
Functional magnetic resonance imaging
Integrating Neuromarketing and Traditional Research Approaches
Taking a big-picture view of market-research requirements
Thinking about capacity and capabilities for integrated studies
Building an organizational structure for integrated studies
Part V: Living with Neuromarketing: Practical and Ethical Considerations
Chapter 19: Five Things You Need to Know about Neuromarketing Studies and Measures
Experimental Design: Identifying How Good Experiments Work
Three questions every good experiment must answer
Knowing what to let change and what to hold constant
Measurement Theory: Understanding Validity and Reliability
Measuring the right thing and measuring it right
Improving the validity and reliability of neuromarketing metrics
Reverse Inference: Connecting Brain Measures to States of Mind
Statistical Significance: Knowing When to Believe the Results
Statistical tests commonly used in neuromarketing studies
Getting more mileage out of statistical testing
Normative Data: Linking Findings to the Real World
Friends don’t let friends make marketing decisions without normative data
Understanding how normative data puts study results in context
Chapter 20: A Pre-Flight Checklist for Successful Neuromarketing Studies
What Are Your Business Objectives for This Study?
What Hypothesis Are You Testing and What’s the Best Test to Use?
Are You Testing the Right Materials?
Are You Sampling from the Right Population?
How Will Your Results Change Your Business Actions?
Don’t Pay the Price of a Failure to Communicate
Chapter 21: Picking the Right Neuromarketing Partner
Knowing What You Need from a Neuromarketing Partner
When to enlist a neuromarketing vendor
When to enlist a neuromarketing consultant
Neuromarketing Orientations and Specializations
Integrated solution generalists
Questions to Ask a Prospective Neuromarketing Partner
Chapter 22: Neuromarketing Ethics, Standards, and Public Policy Implications
Doing Neuromarketing Ethically
Protecting the rights of research participants
Representing research accurately in media and marketing
Providing evidence of validity and reliability to potential buyers
Moving the Industry toward “Neuro-Standards”
Getting past the “Wild West” of early neuromarketing
Embracing new standards for neuromarketing
Understanding Legal Issues Concerning Neuromarketing
Should neuromarketing be banned?
Balancing accountability and free speech in the marketplace
Using Neuromarketing to Make Us Healthier and Wiser
Neuromarketing and public service advertising
Neuromarketing and public policy design and implementation
Chapter 23: Ten Mistaken Beliefs about Neuromarketing
Neuromarketing Can Implant Ideas in Your Head
Your Nonconscious Can Overrule Your Conscious Mind
Neuromarketing Will Kill Creativity in Marketing
Surveys and Focus Groups Are Dead
Neuromarketing Is Inherently Evil
Neuromarketing Isn’t Based on Real Research
Neuromarketing Is Only about Advertising
All Neuromarketers Always Tell the Truth
Chapter 24: Ten Scientific Pillars Underlying Neuromarketing