The consumer mind

Enhanced descriptions from Syndetics:

The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

Table of contents provided by Syndetics

• Preface (p. xi)
• Acknowledgements (p. xvii)
• 01 Introduction (p. 1)
• A look back (p. 1)
• What is neuromarketing? (p. 3)
• Neuroscience is already producing results (p. 7)
• A glimpse of the future (p. 7)
• The aim of this book (p. 8)
• 02 Starting point: the pillars of the human mind (p. 9)
• Evolution is capricious (p. 9)
• The four basic mental functions (p. 12)
• The mind and the theatre (p. 15)
• Enter your mind! (p. 15)
• 03 The alarm clock rings (p. 21)
• 04 The world surrounding us (p. 25)
• External versus internal reality (p. 25)
• Our mind influences perception (p. 26)
• Analysis of different logos (p. 31)
• 05 Careful! Watch out! (p. 39)
• Our environment is overflowing (p. 39)
• Attention in action: in the supermarket or the disco (p. 40)
• Differences between perception and attention (p. 41)
• 06 Do you remember? (p. 43)
• Our memory and Google (p. 43)
• We have many types of memory (p. 44)
• Memory and senses (p. 46)
• Working memory (p. 47)
• Memory constructs and reconstructs (p. 47)
• A research study on remembering advertising slogans (p. 49)
• Designing questionnaires or drawing up guidelines (p. 51)
• 07 Wonderful! (p. 53)
• The origins of the word 'emotion' (p. 53)
• What is our relationship with our emotions? (p. 55)
• Where are emotions born and where do they live? (p. 57)
• Brands, communications and emotions (p. 58)
• 08 How clever! (p. 61)
• The classical approach to intelligence (p. 61)
• A new concept of intelligence (p. 62)
• Social intelligence (p. 65)
• 09 Who's the boss here? (p. 69)
• The boss (p. 69)
• Who am I? (p. 71)
• What am I like? (p. 74)
• 10 Make your mind up! (p. 77)
• A long cultural tradition (p. 77)
• The rational-emotional binomial (p. 81)
• The consumer and decision making (p. 84)
• Advertising campaigns, reasoning and emotions (p. 87)
• 11 I want to be happy! (p. 89)
• The illusion of happiness (p. 89)
• Happiness from the psychological point of view (p. 93)
• Happiness on the biological level (p. 98)
• Happiness study at Millward Brown (p. 98)
• 12 I'm off to bed! (p. 105)
• Time for a rest (p. 105)
• Dream discourse and advertising discourse (p. 106)
• 13 Summary of the brain's mental functions (p. 109)
• 14 Brands, communications and the mind (p. 115)
• The brand's function (p. 115)
• New challenges for brands (p. 116)
• The keys to brand success (p. 117)
• Brand leaders (p. 118)
• Building brands (p. 123)
• The digital revolution (p. 130)
• Brands in the social media (p. 139)
• 15 Millward Brown and neuroscience (p. 145)
• The Branded Mind (p. 145)
• Improving our brainpower (p. 147)
• The contributions of neuroscience to marketing research (p. 149)
• A glimpse of the future (p. 164)
• 16 Final reflections: philosophy and the mind (p. 165)
• Bibliography (p. 171)
• Index (p. 173)
• About Millward Brown (p. 179)