Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research by Darren Bridger

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research

Darren Bridger

224 pages • first pub 2015 (view editions)

nonfiction business challenging informative slow-paced
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New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calcul...

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