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

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Chapter 17

Neuromarketing on a Budget: Inexpensive Ways to Learn from Your Customers

In This Chapter

arrow Setting up and running behavioral response-time studies

arrow Using online services and “gamification” to test marketing materials inexpensively

arrow Conducting do-it-yourself behavioral experiments

arrow Deciding how to trade off the costs and benefits of different types of neuromarketing studies

Not all neuromarketing studies require high-end machinery and a team of PhDs to coax insights out of your customers’ brains. In this chapter, we look at some less-expensive options that you can implement yourself, commission from an online partner, or carry out with the assistance of a neuromarketing consultant.

We begin with a discussion of behavioral response-time studies, a simple technique that is easy to prepare, is easy to score and interpret, and yields reliable results about nonconscious associations with brands and products. Next, we consider some new online tools that take techniques previously confined to the lab, or previously impractical, and make them available as convenient services on the ...

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