03385cam a2200409 i 4500 112778 112778 17249452 BJBSDDR 20230411090122.0 170619s2012 nyu b 001 0 eng 2012014890 9780230341791 (hardback) DLC eng DLC rda pcc HF 5415.32 V273u 2012 658.8/342 23 BUS043000 BUS043060 bisacsh Van Praet, Douglas. 5763 Unconscious branding : how neuroscience can empower (and inspire) marketing / Douglas Van Praet. First edition New York, NY : Palgrave Macmillan, 2012. xiv, 274 pages ; 25 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references (pages [251]-269) and index. Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR The Myth of Marketing Humans not Consumers The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE Step One: Interrupt the Pattern Step Two: Create Comfort Step Three: Lead the Imagination Step Four: Shift the Feeling Step Five: Satisfy the Critical Mind Step Six: Change the Associations Step Seven: Take Action Sources Acknowledgements Index "For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"-- Provided by publisher. Consumer behavior Psychological aspects. Marketing Psychological aspects. BUSINESS & ECONOMICS / Marketing / General. bisacsh BUSINESS & ECONOMICS / Marketing / Research. bisacsh Comportamiento del consumidor 1328 Aspectos psicológicos. Mercadeo 798 Aspectos psicológicos. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 0 0 lcc 0 0 CS BJB BJB CS 2019-06-17 0 HF 5415.32 V273u 2012 00000132610 2019-06-17 00:00:00 1 2023-04-11 BK