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Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (Marketing Science)
Decoding the Irrational Consumer How to Commission Run and Generate Insights from Neuromarketing Research - Marketing Science
Author: Darren Bridger
New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations.  It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations.  Asking direct questions, as the global marketing and advertising research industry has pre...  more »
ISBN-13: 9780749473846
ISBN-10: 0749473843
Publication Date: 8/28/2015
Pages: 224
Edition: 1
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Publisher: Kogan Page
Book Type: Paperback
Members Wishing: 0
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