Coverart for item
The Resource The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis

The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis

Label
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand
Title
The branded mind
Title remainder
what neuroscience really tells us about the puzzle of the brain and the brand
Statement of responsibility
Erik du Plessis
Creator
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorName
Du Plessis, Erik
Dewey number
658.8/342
Illustrations
illustrations
Index
index present
LC call number
HF5415.12615
LC item number
.D8 2011
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Neuromarketing
  • Advertising
  • Marketing
  • Branding (Marketing)
Label
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis
Link
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. [245]-246) and index
Contents
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?
Control code
ocn664114978
Dimensions
25 cm.
Extent
xvii, 251 p.
Isbn
9780749461256
Lccn
2010037756
Other physical details
ill.
System control number
  • (Sirsi) 1385521
  • (OCoLC)664114978
Label
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis
Link
Publication
Bibliography note
Includes bibliographical references (p. [245]-246) and index
Contents
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?
Control code
ocn664114978
Dimensions
25 cm.
Extent
xvii, 251 p.
Isbn
9780749461256
Lccn
2010037756
Other physical details
ill.
System control number
  • (Sirsi) 1385521
  • (OCoLC)664114978

Library Locations

    • LSC Montgomery LibraryBorrow it
      3200 College Park Drive, Conroe, TX, 77384, US
      30.20717 -95.46538
    • Tomball LibraryBorrow it
      30555 Tomball Parkway, Tomball, TX, 77375, US
      30.1149527 -95.6431808
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