The Branded Mind: What Neuroscience Really Tells Us About The Puzzle Of The Brain And The Brand
Author: Erik du Plessis
Kogan Page, 2011
- Introduction
- This Book Is About The Consumer's Brain
- The New Paradigm
- The Convergence of Disciplines
- Interpretation, Memory, Experience, Learning
- Introducing The Rat Brain Robot
- Feelings
- The 'Feeling' Brain Systems
- The Environmental Awareness System
- The Homeostatic System
- Moods And Arousal
- The Evaluation System: Pleasure
- Personality
- Social Systems And Culture
- Gender Differences
- Let's Put It All Together
- Measuring The Brain
- Using Neuroscience Effectively
- On Creating Mischief
- Buy-ology
- The Elusive Subconscious
- The Pepsi Challenge
- Science - Models And Measurements
- Attention
- The Brand Soma
- Consumer Decision Making As Heuristics
- Market Segmentation
- Advertising Budget, Brand Life Cycle, Synapses And Brand Soma
- What This Was All About
- Is The Future What It Was?