Description
Book SynopsisErik 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?
