000			03085cam a2200421 i 4500
001			sky247462126
003			SKY
005			20190729105419.0
008			120410s2012 nyu b 001 0 eng
010			_a2012014890
020			_a9780230341791 (hardback)
020			_a0230341799 (hardback)
020			_a9781137278920 (paperback)
040			_aDLC _beng _cDLC _erda _dSKYRV
042			_apcc
049			_aEEMB
050	0	0	_aHF5415.32 _b.V36 2012
050	0	0	_aHF5415.32 _b.V36 2012
082	0	0	_a658.8/342 _223
100	1		_aVan Praet, Douglas.
245	1	0	_aUnconscious branding : _bhow neuroscience can empower (and inspire) marketing / _cDouglas Van Praet.
250			_aFirst edition.
264		1	_aNew York, NY : _bPalgrave Macmillan, _c2012.
300			_axiv, 274 pages ; _c25 cm.
336			_atext _2rdacontent.
337			_aunmediated _2rdamedia.
338			_avolume _2rdacarrier.
504			_aIncludes bibliographical references (pages [251]-269) and index.
520			_a"For 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"-- _cProvided by publisher.
505	0		_aThe 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.
650		0	_aConsumer behavior _xPsychological aspects.
650		0	_aMarketing _xPsychological aspects.
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh.
650		7	_aBUSINESS & ECONOMICS / Marketing / Research. _2bisacsh.
596			_a1
948			_au378838
903			_a26903
999			_c26903 _d26903