The Resource The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis

The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis

Label
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand
Title
The branded mind
Title remainder
what neuroscience really tells us about the puzzle of the brain and the brand
Statement of responsibility
Erik du Plessis
Creator
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorName
Du Plessis, Erik
Illustrations
illustrations
Index
index present
LC call number
HF5415.12615
LC item number
.D8 2011
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Neuromarketing
  • Advertising
  • Marketing
  • Branding (Marketing)
  • Advertising
  • Branding (Marketing)
  • Marketing
  • Neuromarketing
  • Markenpolitik
  • Neuromarketing
  • Hirnforschung
  • Marketing
  • Werbung
  • Markenpolitik
Label
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Introducing the rat brain robot
  • Feeling
  • The 'feeling' brain systems and how they work
  • The environmental awareness system: emotions?
  • The 'state of body' system: homeostasis?
  • The 'state of mind' system, or moods and arousal
  • The evaluation system: pleasure
  • Personality
  • Social systems and culture
  • Gender differences?
  • pt. 1.
  • Let's put it all together
  • Measuring the brain
  • Increasing our brainpower : using neuroscience effectively
  • pt. 3.
  • Creating mischief
  • On creating mischief
  • Buy--ology
  • The elusive subconscious?
  • pt. 4.
  • Towards insights
  • What it is all about
  • Read Montague's Pepsi Challenge
  • Science: models and measurements
  • pt. 5.
  • Some marketing implications
  • Attention
  • The brand soma
  • Consumer decision making as heuristics
  • Market segmentation
  • Advertising budget, brand life cycle, synapses and brand soma
  • pt. 6.
  • This book is about the consumer's brain
  • My conclusions
  • What this was all about
  • Is the future what it was?
  • The new paradigm
  • The brain : the coming together of disciplines
  • pt. 2.
  • The decision-making puzzle
  • Interpretation, memory, experience, learning
Dimensions
25 cm
Extent
xvii, 251 pages
Isbn
9780749462987
Isbn Type
(E-ISBN)
Lccn
2010037756
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)664114978
  • (OCoLC)ocn664114978
Label
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand, Erik du Plessis
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Introducing the rat brain robot
  • Feeling
  • The 'feeling' brain systems and how they work
  • The environmental awareness system: emotions?
  • The 'state of body' system: homeostasis?
  • The 'state of mind' system, or moods and arousal
  • The evaluation system: pleasure
  • Personality
  • Social systems and culture
  • Gender differences?
  • pt. 1.
  • Let's put it all together
  • Measuring the brain
  • Increasing our brainpower : using neuroscience effectively
  • pt. 3.
  • Creating mischief
  • On creating mischief
  • Buy--ology
  • The elusive subconscious?
  • pt. 4.
  • Towards insights
  • What it is all about
  • Read Montague's Pepsi Challenge
  • Science: models and measurements
  • pt. 5.
  • Some marketing implications
  • Attention
  • The brand soma
  • Consumer decision making as heuristics
  • Market segmentation
  • Advertising budget, brand life cycle, synapses and brand soma
  • pt. 6.
  • This book is about the consumer's brain
  • My conclusions
  • What this was all about
  • Is the future what it was?
  • The new paradigm
  • The brain : the coming together of disciplines
  • pt. 2.
  • The decision-making puzzle
  • Interpretation, memory, experience, learning
Dimensions
25 cm
Extent
xvii, 251 pages
Isbn
9780749462987
Isbn Type
(E-ISBN)
Lccn
2010037756
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)664114978
  • (OCoLC)ocn664114978

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