عنوان

The branded mind :

(Number (ISBN

074946125X

(Number (ISBN

9780749461256

Number

b526160

Title Proper

The branded mind :

General Material Designation

[Book]

Other Title Information

what neuroscience really tells us about the puzzle of the brain and the brand /

First Statement of Responsibility

Erik du Plessis

Place of Publication, Distribution, etc.

Philadelphia :

Name of Publisher, Distributor, etc.

Kogan Page,

Date of Publication, Distribution, etc.

2011

Specific Material Designation and Extent of Item

xvii, 251 pages :

Other Physical Details

illustrations ;

Dimensions

25 cm

Text of Note

Includes bibliographical references (pages [245]-246) and index

Text of Note

pt. 1. What it is all about -- This book is about the consumer's brain -- The new paradigm -- The brain : the coming together of disciplines -- pt. 2. The decision-making puzzle -- Interpretation, memory, experience, learning -- Introducing the rat brain robot -- Feeling -- The 'feeling' brain systems and how they work -- The environmental awareness system: emotions? -- The 'state of body' system: homeostasis? -- The 'state of mind' system, or moods and arousal -- The evaluation system: pleasure -- Personality -- Social systems and culture -- Gender differences? -- Let's put it all together -- Measuring the brain -- Increasing our brainpower : using neuroscience effectively -- pt. 3. Creating mischief -- On creating mischief -- Buy--ology -- The elusive subconscious? -- pt. 4. Towards insights -- Read Montague's Pepsi Challenge -- Science: models and measurements -- pt. 5. Some marketing implications -- Attention -- The brand soma -- Consumer decision making as heuristics -- Market segmentation -- Advertising budget, brand life cycle, synapses and brand soma -- pt. 6. My conclusions -- What this was all about -- Is the future what it was?

2

Advertising-- Psychological aspects

Branding (Marketing)

Marketing-- Psychological aspects

Neuromarketing

Number

Edition

Class number

Book number

Du Plessis, Erik

Date of Transaction

20141128142603.0

Electronic name

[Book]

Y