Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

Douglas Van Praet. Palgrave Macmillan, $28 (288p) ISBN 978-0-230-34179-1
Although corporate marketers are always searching for subtle and influential ways to steer customers to their wares only two out of ten products make it past their initial launch. Here, Van Praet, executive vice president at Deutsch LA, turns to the field of cognitive science to help marketers overcome this gap. His research shows that humans make most of their decisions unconsciously and are therefore unable to determine why they do or don't buy specific products. Marketers, he asserts, need to go beyond asking why and begin to ask how: how do people "process information, structure their experience, and form the often-unconscious beliefs and motivations that drive their behavior?" Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure. Brands are expectations based on memories, he suggests, offering such examples such as the "Pepsi Challenge." Useful insights that should benefit marketers big and small. Agent: James Levine, Levine Greenberg Literary Agency. (Nov.)
Reviewed on: 08/20/2012
Release date: 11/13/2012
Show other formats
FORMATS
Ebook - 288 pages - 978-1-137-04278-1
Paperback - 274 pages - 978-1-137-27892-0
X
Stay ahead with
Tip Sheet!
Free newsletter: the hottest new books, features and more
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Email Address

Password

Log In Lost Password

PW has integrated its print and digital subscriptions, offering exciting new benefits to subscribers, who are now entitled to both the print edition and the digital editions of PW (online or via our app). For instructions on how to set up your accout for digital access, click here. For more information, click here.

The part of the site you are trying to access is now available to subscribers only. Subscribers: to set up your digital subscription with the new system (if you have not done so already), click here. To subscribe, click here.

Email pw@pubservice.com with questions.

Not Registered? Click here.