000			02193 a2200217 4500
008			141128b2012 xxu||||| |||| 00| 0 eng d
020			_a9781137278920
082			_a658.827 _bP7U6
100			_aPraet, Douglas Van _9309153
245			_aUnconscious branding: how neuroscience can empower (and inspire) marketing _cPraet, Douglas Van
260			_aNew York _bPalgrave Macmillan _c2012
300			_axiv, 274 p.
520			_aFor too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can’t tell us because they don’t really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . . human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet 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. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media, and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike’s "Just Do It" campaign; "Got Milk?"; Wendy’s "Where’s the Beef?"; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial. (http://www.palgrave.com/page/detail/unconscious-branding-douglas-van-praet/?isb=9781137278920)
650			_aBrand name products
650			_aBranding (Marketing)
650			_aCognitive neuroscience
650			_aConsumer behavior - Psychological aspects
650			_aSubliminal advertising
650			_aSubliminal perception
942			_2ddc _cBK
999			_c387010 _d387010