product description page

Decoding the Irrational Consumer : How to commission, run and generate insights from neuroscience

MSRPReg: $34.95 Save $5.25 (15% off)
shipping to 10001 only 3 left
get it by Fri, Apr 27 with standard shipping.
free order pickup not available
not sold at Atlanta Edgewood

about this item

New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying.
Decoding the Irrational Consumer provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography.

more to consider

  • Denial (MP3-CD) (Deborah Lipstadt)


  • Conflict, Peace and Mental Health : Addressing the Consequences of Conflict and Trauma in Northern


  • Art Therapy, Trauma, and Neuroscience : Theoretical and Practical Perspectives (Paperback)


  • From Neuron to Cognition Via Computational Neuroscience (Hardcover)


  • Blinded by Science : The Social Implications of Epigenetics and Neuroscience (Critical) (Hardcover)



  • Employment Discrimination (Paperback) (Joel Wm. Friedman)


  • Thousands : Poems (Paperback) (Lightsey Darst)


  • Love Print Throw Pillow Collection - Surya

    $25.49 - $33.99

  • Garmin Vivosmart® 3 Fitness Assessment Monitor Small/Medium - Black


  • Five finger death pu - Wrong side of heaven/Righteous v1 (CD)


from the manufacturer

guest reviews

Prices, promotions, styles and availability may vary by store & online. See our price match guarantee. See how a store is chosen for you.