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Decoding the Irrational Consumer

Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuromarketing Research

Darren Bridger

From £24.99

Become neuro-literate by understanding the key principles behind behavioural science and how to use them to decipher the customer.

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About the book

Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli.

Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.

Table Of Contents

  • Section - One: Theoretical insights;
    • Chapter - 01: The irrational consumer: introduction;
    • Chapter - 02: The brain: attention, memory and emotion;
    • Chapter - 03: Neuroaesthetics;
    • Chapter - 04: Behavioural economics;
  • Section - Two: The new research tools;
    • Chapter - 05: Guidelines for experiments;
    • Chapter - 06: Eye-tracking;
    • Chapter - 07: Implicit response measures;
    • Chapter - 08: Facial action coding;
    • Chapter - 09: Biometrics;
    • Chapter - 10: Neuro-measures;
  • Section - Three: Putting it all together;
    • Chapter - 11: Computational neuroscience;
    • Chapter - 12: Smarter survey design;
    • Chapter - 13: Combining techniques;
    • Chapter - 14: Conclusions


A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field.
Steve Genco, author, speaker and advisor at Intuitive Consumer Insights

A must read for any company or individual who wants to understand the potential of this new approach to marketing and retailing. Packed with interesting facts and ideas, it provides a first-class introduction to a complex and often misunderstood and miss sold technology. Well researched and referenced it combines academic rigour with an easy to understand style that will appeal to a wide readership.
Dr. David Lewis, Chairman of Mindlab International and author of The Brain Sell

A great introduction for the total newcomer to the subject as well as providing an essential reference resource to the more involved professional or academic. If you are in any way involved in marketing, advertising or any promotional activities then you should strongly consider this book.
Darren Ingram, Darren Ingram Media

A new and positive phase in the evolution of neuromarketing theory and practice ... If you are serious about neuromarketing research, either as a buyer or a provider, you should have this book on your (physical or virtual) bookshelf.
Steve Genco, Intuitive Consumer

The valuable feature of the content of this book is that the author not only details the tools used nowadays in neuromarketing research, but he also offers basic principles of neuro-testing that should be respected by any researcher, in terms of recruitment and cultural differences, benchmarking and normalizing, understanding the differences between a controlled environment such as a laboratory, online and real-world testing and also sets a few interesting points that should be considered in such experiments. The book opens the neuromarketing toolbox a little more to the wide audience, as it introduces the main theories that forms the base of this field of research and then presents each tool, the ideas that make it work and what can be done with it.
Neuromarketing Theory & Practice Magazine


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Book Details

  • EAN: 9780749473846
  • Edition: 1
  • Published: 3rd August 2015
  • Paperback
  • Format: 234x156
  • 224 pages
  • Series: Marketing Science

About the Author

Darren Bridger works as a consultant to marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the consumer neuroscience industry, co-founding both the world's first full-service agency, Neuroco, and the first agency dedicated to serving the public relations industry, MindLab International, then joining the world's largest agency, Neurofocus, as its second employee outside of the US.

Darren Bridger

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