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Neuromarketing For Dummies by Peter Steidl MBA, PhD, Andrew P. Pohlmann, Stephen J. Genco, PhD

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Chapter 1

What Neuromarketing Is and Isn’t

In This Chapter

arrow Getting a definition of neuromarketing

arrow Making sense of the science behind neuromarketing

arrow Seeing how neuromarketing is being used today

arrow Understanding the basics of neuromarketing measurement

arrow Succeeding with neuromarketing research

Neuromarketing is a new field that is rapidly emerging in the world of consumer research. For some observers, it’s the “Holy Grail” of research technologies that will finally unlock the mysteries of consumer choice and behavior in the human brain. For others, it’s the root of all evil that will finally give marketers and advertisers ultimate control over our minds and pocketbooks.

So, which is it: Holy Grail or root of all evil?

As with most exaggerations, the truth lies somewhere in the middle. Neuromarketing does bring some quite powerful insights and techniques into consumer research, and in this book we discuss those contributions in detail. But neuromarketing is not a technique for turning people ...

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