The Consumer Mind

Brand Perceptions and the Implications for Marketers

The brain is amazing. It is the only organ in the human body capable of thinking for itself. And all this thanks to neurons. The human brain is made up of 100,000 million neuron's interconnected in complex ways.

Brain activity involves real teamwork - and that is not easy. Think of a football team carrying out a university assignment, how a corporate department works, or the relationship between the different departments within a company. It's not easy, is it? Well, in the case of the human brain this group activity extends to 100,000 members: 100,000 million units working as a whole.

New technology allows us to study the brain and mind as it functions. During the 21st century we will be able to research the working brain with increasing accuracy.

What is neuromarketing?

Neuromarketing is the result of integrating three different disciplines:

  1. neurology, which focuses on studying the human brain;
  2. cognitive psychology, which studies the relationship between the human mind and behaviour; and
  3. marketing, a term that has recently suffered from negative connotations, but is the discipline (a mix of science and art) that is responsible for developing new concepts for products and services that satisfy the needs of consumers/customers and, at the same time, are profitable.

Neuromarketing provides us with valuable help in furthering our understanding of:

  • brand functioning;
  • the effectiveness of communications;
  • consumer behaviour; and
  • the decision-making process when choosing purchases.

As such, neuromarketing is a very useful tool for drafting more effective strategies and plans of action for brands, communications and corresponding business plans.

The Consumer Mind

The purpose of this book is to take an amazing journey into the human mind. We are going to combine two perspectives in analysing our minds. At times we will look within ourselves as consumers and sometimes as people.

The book takes a twin approach. On one hand, we offer a view of the consumer mind for all those professionals who work in the field of marketing such as market research, advertising, media, sales, etc. On the other hand, the book is for students and others who are attracted to these professions. The goal is to penetrate consumers' minds, to gain a better understanding of their behavior and to be able to predict, as far as possible, their future purchasing decisions.

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Published by Kogan Page