Neuromarketing in Business

1. Front Matter

   Pages i-viii

   PDF

2. Multisensory Experiences in Digital Media

   • Thomas Heinrich Musiolik

   Pages 1-13

3. A Good Product Name in the Semantic Network: Implicit Methods for Naming

   • Solveigh P. Lingens, Jonathan T. Mall

   Pages 15-27

4. Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design

   • Gesa Lischka, Steffen Schmidt, Jonathan T. Mall

   Pages 29-41

5. Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot

   • H. Steven Scholte, Andries van der Leij, Victor A. F. Lamme

   Pages 43-54

6. Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting

   • Pedro R. Almeida, Pedro S. Moreira, Joseph D. Timson

   Pages 55-66

7. Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services

   • André Weinreich

   Pages 67-77

8. Leveraging Neuroscience-Based Insights to Improve Customer Experience

   • Ana Iorga, Dipti Sapatnekar

   Pages 79-89

9. Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience

   • Benny B. Briesemeister, Johanna Trebbe

   Pages 91-108

10. Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business

    • Nadine Galandi, Benny B. Briesemeister, Thomas Kant, Damaris Hagen

    Pages 109-125

11. Anticipated Regret in Decision-Making and Behaviour Change

    • Davide Baldo, Martin Schoeller

    Pages 127-140

This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.

• Emotions and user engagement
• Neuromarketing at stationary point of sale
• Advertising effectiveness
• Emotions and user experience
• Neuromarketing and UX
• Mobile eyetracking
• Psychological profiling
• Emolyzr process
• Frontal Alpha Asymmetry
• Experience economy in branding
• Predicting purchase decisions
• Multisensory approaches

• Deloitte Consulting GmbH, Deloitte Neuroscience Institut, Berlin, Germany

  Benny B. Briesemeister

• Propeller Marketingdesign, Dresden, Germany

  Werner Klaus Selmer

Since 2010, Dr. Benny B. Briesemeister is working on how to apply neuroscience to enable better business decisions – first at the Freie Universität Berlin (Germany), then as CEO of Neurospective GmbH, and finally as scientific lead of the Deloitte Neuroscience Institute (Germany). In 2015, he was named NMSBA Neurotalent of the Year.

 Werner Klaus Selmer has a diploma in communications management from the University of Arts, Berlin (Germany). He worked as a creative planner at the ad-agency CANTUS MEDIA Werbeagentur in Munich (Germany) and was responsible for authoring the award winning Spangler Automation case study.

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