Neuro-Consumer
Taylor & Francis
Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the \""neuro-consumer\"" and shows how major international companies are using these findings to cast light on their own consumers\u2019 behavior.
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