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TitleUnconscious branding : how neuroscience can empower (and inspire) marketing
Author Douglas Van Praet
Imprint New York : Palgrave Macmillan, 2012
Edition 1st ed
Descript xiv, 274 pages ; 25 cm


The science below our deeper behavior: The myth of marketing -- Humans, not consumers -- The biology of behavior -- 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

Consumer behavior -- Psychological aspects Marketing -- Psychological aspects

Communication Arts Library658.8342 V217U 2012CHECK SHELVES

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