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The Irrational Consumer

2016-03-09 Business & Economics
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Release : 2016-03-09
Genre : Business & Economics
Kind : eBook
Book Rating : 950/5 ( reviews)

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Book Synopsis The Irrational Consumer by : Enrico Trevisan

Download or read book The Irrational Consumer written by Enrico Trevisan. This book was released on 2016-03-09. Available in PDF, EPUB and Kindle. Book excerpt: Companies of all kinds have fallen into some of the most fundamental of traps when it comes to consumer marketing; in assuming that the motivation that drives their customers is entirely rational. Enrico Trevisan's The Irrational Consumer builds on the ground breaking works on behavioural economics of authors such as Daniel Kahneman and Richard Thaler in order to explain the fundamental drivers of customer decisions and how to incorporate these into your business strategy. Learn how consumers respond to different offer architectures and discounts; why they sometimes struggle to see the wood for the trees in a world of ever-increasing options; what are the rules of thumb they develop for making sense of value. Behavioural economics offers organizations perspectives for engaging with customers, whose views on what to buy are strongly driven by contextual factors, such as the framework and the dynamics of choices. Enrico Trevisan's The Irrational Consumer is your 'must-have' primer to this world.

Decoding the Irrational Consumer

2015-08-03 Business & Economics
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Release : 2015-08-03
Genre : Business & Economics
Kind : eBook
Book Rating : 851/5 ( reviews)

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Book Synopsis Decoding the Irrational Consumer by : Darren Bridger

Download or read book Decoding the Irrational Consumer written by Darren Bridger. This book was released on 2015-08-03. Available in PDF, EPUB and Kindle. Book excerpt: Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.

All Customers Are Irrational

2009-07-15 Business & Economics
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Release : 2009-07-15
Genre : Business & Economics
Kind : eBook
Book Rating : 222/5 ( reviews)

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Book Synopsis All Customers Are Irrational by : William J. CUSICK

Download or read book All Customers Are Irrational written by William J. CUSICK. This book was released on 2009-07-15. Available in PDF, EPUB and Kindle. Book excerpt: As many businesses are discovering, customer behavior doesn’t always make sense. That really shouldn’t be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What’s more, customers aren’t able to tell you accurately why they do what they do. Combining recent research findings with real-world examples from his consulting practice on customer experience, William J. Cusick examines how the sub­con­scious part of the brain drives the decisions and behavior of every customer on a daily basis and introduces the concept of "the irrational customer." All Customers Are Irrational shows why businesses must change their approach to attracting and retaining customers, and proposes ways they can alter their strategies on everything from customer research, product design and website development to call center management, employee recruitment, and retail store layouts, by focusing on what customers are actually doing instead of what they’re saying. Honest, direct and insightful, All Customers Are Irrational will help businesses tap into the impulses and motivations that both attract and retain consumers for the long haul.

Predictably Irrational

2008-02 Business & Economics
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Release : 2008-02
Genre : Business & Economics
Kind : eBook
Book Rating : 23X/5 ( reviews)

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Book Synopsis Predictably Irrational by : Dan Ariely

Download or read book Predictably Irrational written by Dan Ariely. This book was released on 2008-02. Available in PDF, EPUB and Kindle. Book excerpt: Intelligent, lively, humorous, and thoroughly engaging, "The Predictably Irrational" explains why people often make bad decisions and what can be done about it.

The Neuro-Consumer

2020-04-24 Business & Economics
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Release : 2020-04-24
Genre : Business & Economics
Kind : eBook
Book Rating : 523/5 ( reviews)

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Book Synopsis The Neuro-Consumer by : Anne-Sophie Bayle-Tourtoulou

Download or read book The Neuro-Consumer written by Anne-Sophie Bayle-Tourtoulou. This book was released on 2020-04-24. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

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