000			01408nam a22001937a 4500
020			_a9781137278920
041			_aENG
082			_a658.8342 _bVAN
100			_aVan Praet, Douglas.
245			_aUnconscious branding : _bhow neuroscience can empower (and inspire) marketing/ _cDouglas Van Praet.
260			_aNew York: _bPalgrave Macmillan, _c2012.
300			_axiv, 274 pages. _c24 cm.
504			_aIncludes Index.
505			_a1. Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR 2. The Myth of Marketing 3. Humans not Consumers 4. The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE 5. Step One: Interrupt the Pattern 6. Step Two: Create Comfort 7. Step Three: Lead the Imagination 8. Step Four: Shift the Feeling 9. Step Five: Satisfy the Critical Mind 10. Step Six: Change the Associations 11. Step Seven: Take Action Sources Acknowledgements Index
520			_aIf consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? Unconscious Branding 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.
650			_aConsumer behavior Psychological aspects
650			_aMarketing Psychological aspects
942			_2ddc _cBK
999			_c23828 _d23828