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Decoding the Irrational Consumer

Book Description

Decoding the Irrational Consumer summarises the key principles from related disciplines (such as psychology, neuroscience and behavioural economics) and shows how they can be brought to bear in analysing hard data.

Table of Contents

  1. Cover
  2. Title Page
  3. Dedication
  4. Contents
  5. Foreword
  6. Preface
  7. Acknowledgements
  8. PART ONE    Theoretical insights
  9. 01     The irrational consumer: introduction
    1. How the view of the rational consumer crumbled
    2. Hunter-gatherers in the shopping mall
    3. The irrational non-conscious
    4. Dual-process decisions
    5. The types of data that are hard to measure rationally
    6. How the irrational can be decoded
    7. How companies are using this data
    8. Summary
    9. Notes
  10. 02     The brain: attention, memory and emotion
    1. Attention
    2. Memory
    3. Emotion
    4. Embodied cognition
    5. Summary
    6. Notes
  11. 03     Neuroaesthetics
    1. Beauty
    2. Faces
    3. Colours
    4. Culture
    5. Eight neuro-principles and their implications
    6. Using neuro-principles
    7. Summary
    8. Notes
  12. 04     Behavioural economics
    1. Value is not rationally objective
    2. Ecological rationality
    3. Heuristics
    4. Nudges: small interventions with big effects
    5. Choice architecture and the $300 million button
    6. Summary
    7. Notes
  13. PART TWO    The new research tools
  14. 05     Guidelines for experiments
    1. Principles for neuro-testing
    2. Realism versus control
    3. Recruitment and cultural differences
    4. Benchmarking and normalizing
    5. Lab, online and real-world testing
    6. Interesting questions for experiments
    7. Summary
    8. Notes
  15. 06     Eye-tracking
    1. How we see
    2. Detail versus gist
    3. Eye-trackers
    4. What draws the eye?
    5. Fixation predicts choice
    6. Pros and cons
    7. Summary
    8. Notes
  16. 07     Implicit response measures
    1. Implicit memory webs
    2. Academic underpinning
    3. The Implicit Association Test (IAT)
    4. Affective and evaluative priming tests
    5. Summary
    6. Notes
  17. 08     Facial action coding
    1. The six primary emotions
    2. Automated FACS (aFACS)
    3. What it is most useful for
    4. Summary
    5. Notes
  18. 09     Biometrics
    1. The nervous system
    2. Key biometric considerations
    3. Heart activity
    4. Skin conductance (GSR or EDR)
    5. Pupillometry
    6. Other measures
    7. Pros and cons of biometrics
    8. Summary
    9. Note
  19. 10     Neuro-measures
    1. fMRI
    2. EEG
    3. SST
    4. Summary
  20. PART THREE    Putting it all together
  21. 11     Computational neuroscience
    1. Predicting successful music and movies
    2. Predicting where you will look
    3. The maths of beauty
    4. What will be the role of computational neuroscience?
    5. Summary
    6. Notes
  22. 12     Smarter survey design
    1. Psychological limits to survey design
    2. Theory of planned behaviour
    3. Cognitive interviewing
    4. Creating smarter surveys
    5. Summary
    6. Notes
  23. 13     Combining techniques
    1. Some typical combinations
    2. Tracking combinations
    3. Parallel combinations
    4. Visualizing combined results
    5. Anatomy of an ad
    6. Combining vendors
    7. Combining with sales data
    8. Summary
    9. Note
  24. 14     Conclusions
    1. The future
    2. Limitations and ethical issues
    3. Narrow explanations could become locked in
    4. Doesn’t measure longer-term reactions
  25. Glossary
  26. Further Reading
  27. Index
  28. Publisher’s note