Нейромаркетинг в действии. Как проникнуть в мозг покупателя. Дэвид Льюис

Читать онлайн.

Название Нейромаркетинг в действии. Как проникнуть в мозг покупателя
Автор произведения Дэвид Льюис
Жанр Маркетинг, PR, реклама
Серия
Издательство Маркетинг, PR, реклама
Год выпуска 2013
isbn 978-5-00057-332-7
Нейромаркетинг в действии. Как проникнуть в мозг покупателя - Дэвид Льюис
Скачать книгу
stimuli, door de processen in de hersenen direct te meten en in de theorievorming en stimuli-ontwikkeling te betrekken. Alhoewel de grootste nadruk ligt op het beter begrijpen van de klant door middel van theorievorming, moet het uiteindelijk ook de manager helpen bij het ontwerpen van effectievere marketing stimuli. Neuromarketing is kort gezegd gericht op het vergroten van de effectiviteit van marketingactiviteiten door het bestuderen van hersenreacties». Я в долгу перед своим коллегой Эрвином Хартсуикером из Mindmedia, который сделал перевод. С тех пор терминов стало гораздо больше, они звучат необычно и ново благодаря прибавлению префикса «нейро»: нейрозакон, нейромаркетинг, нейрополитика, нейроэтика, нейрофилософия, нейроэкономика и даже нейротеология.

      24

      J.Pooler, Why We Shop: Emotional Rewards and Retail Strategies (2003).

      25

      Роберт Чалдини. Психология влияния. Убеждай. Воздействуй. Защищайся. – СПб.: Питер, 2013.

      26

      C.Meston, P.Frohlich, Love at first fright: Partner salience moderates roller-coaster-induced excitation transfer, Archives of Sexual Behavior, 32(6) (2003).

      Комментарии

      1

      Библиография размещена на сайте www.mann-ivanov-ferber.ru/books/mozg_potrebitelya. Прим. ред.

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
Скачать книгу