Description

Book Synopsis
Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.

Table of Contents
  • Section - ONE: What it is all about;
    • Chapter - 01: Introduction;
    • Chapter - 02: This book is about the consumer’s brain;
    • Chapter - 03: The new paradigm;
    • Chapter - 04: The brain – the coming together of disciplines;
  • Section - TWO: The decision-making puzzle;
    • Chapter - 05: Interpretation, memory, experience, learning;
    • Chapter - 06: Introducing the rat brain robot;
    • Chapter - 07: Feelings;
    • Chapter - 08: The ‘feeling’ brain systems and how they work;
    • Chapter - 09: The environmental awareness system: emotions;
    • Chapter - 10: The ‘state of body’ system: homeostasis;
    • Chapter - 11: The ‘state of mind’ system, or moods and arousal;
    • Chapter - 12: The evaluation system: pleasure;
    • Chapter - 13: Personality;
    • Chapter - 14: Social systems and culture;
    • Chapter - 15: Gender differences;
    • Chapter - 16: Let’s put it all together;
    • Chapter - 17: Measuring the brain;
    • Chapter - 18: Increasing our brainpower – using neuroscience effectively by Graham Page;
  • Section - THREE: Creating mischief;
    • Chapter - 19: On creating mischief;
    • Chapter - 20: Buy-ology;
    • Chapter - 21: The elusive subconscious;
  • Section - FOUR: Towards insights;
    • Chapter - 22: Read Montague’s Pepsi Challenge;
    • Chapter - 23: Science: models and measurements;
  • Section - FIVE: Some marketing implications;
    • Chapter - 24: Attention;
    • Chapter - 25: The brand soma;
    • Chapter - 26: Consumer decision making as heuristics;
    • Chapter - 27: Market segmentation;
    • Chapter - 28: Advertising budget, brand life cycle, synapses and brand soma;
  • Section - SIX: My conclusions;
    • Chapter - 29: What this was all about;
    • Chapter - 30: Is the future what it was?

The Branded Mind

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    A Hardback by Erik Du Plessis

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      Publisher: Kogan Page Ltd
      Publication Date: 03/02/2011
      ISBN13: 9780749461256, 978-0749461256
      ISBN10: 074946125X
      Also in:
      Business, Finance & Law Advertising Physiological psychology

      Description

      Book Synopsis
      Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.

      Table of Contents
      • Section - ONE: What it is all about;
        • Chapter - 01: Introduction;
        • Chapter - 02: This book is about the consumer’s brain;
        • Chapter - 03: The new paradigm;
        • Chapter - 04: The brain – the coming together of disciplines;
      • Section - TWO: The decision-making puzzle;
        • Chapter - 05: Interpretation, memory, experience, learning;
        • Chapter - 06: Introducing the rat brain robot;
        • Chapter - 07: Feelings;
        • Chapter - 08: The ‘feeling’ brain systems and how they work;
        • Chapter - 09: The environmental awareness system: emotions;
        • Chapter - 10: The ‘state of body’ system: homeostasis;
        • Chapter - 11: The ‘state of mind’ system, or moods and arousal;
        • Chapter - 12: The evaluation system: pleasure;
        • Chapter - 13: Personality;
        • Chapter - 14: Social systems and culture;
        • Chapter - 15: Gender differences;
        • Chapter - 16: Let’s put it all together;
        • Chapter - 17: Measuring the brain;
        • Chapter - 18: Increasing our brainpower – using neuroscience effectively by Graham Page;
      • Section - THREE: Creating mischief;
        • Chapter - 19: On creating mischief;
        • Chapter - 20: Buy-ology;
        • Chapter - 21: The elusive subconscious;
      • Section - FOUR: Towards insights;
        • Chapter - 22: Read Montague’s Pepsi Challenge;
        • Chapter - 23: Science: models and measurements;
      • Section - FIVE: Some marketing implications;
        • Chapter - 24: Attention;
        • Chapter - 25: The brand soma;
        • Chapter - 26: Consumer decision making as heuristics;
        • Chapter - 27: Market segmentation;
        • Chapter - 28: Advertising budget, brand life cycle, synapses and brand soma;
      • Section - SIX: My conclusions;
        • Chapter - 29: What this was all about;
        • Chapter - 30: Is the future what it was?

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