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Business REINVENTION

Business REINVENTION

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November 18th 2013:Decoding the Unconscious Buying Decisions - How Neuromarketing Is Reshaping Marketing Strategy

Marketers have known for a long time that consumers don’t always know why they buy the things they buy. A study published in Germany indicates that the brain unconsciously prepares our decisions several seconds before we consciously decide what we’re going to do. Now neuromarketing is shedding new light on the unconscious thinking processes that underlie consumer behavior. It’s a new field of marketing research and helps marketers understand consumers' brain responses to brands, products and shopping. In this episode, Steve Genco and Andrew Pohlmann, authors of Neuromarketing for Dummies, wi

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Steve Genco

Steve Genco is a pioneer in the field of neuromarketing and co-author of Neuromarketing for Dummies (Wiley, 2013), a comprehensive and fun guide to the world of neuromarketing. Written from a vendor-neutral, science-based perspective in clear and understandable language, N4D covers five major aspects of neuromarketing: underlying scientific principles, active application areas, methodologies and technologies in use, tips for working with neuromarketing partners, and the ethics and public policy implications of neuromarketing.
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Andrew Pohlmann

Andrew Pohlmann is a business strategy and marketing leader and co-author of Neuromarketing for Dummies. Beginning in 2008, he led the development of the world’s first global neuromarketing consultancy, helping numerous Fortune 100 and Global 50 firms integrate neuromarketing techniques into their research practices and understanding of consumer behavior.
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