Decoding the Irrational Consumer

Decoding the Irrational Consumer

By Darren Bridger

Marketers increasingly understand that consumer decisions are often irrational, emotional and subconscious. A new generation of research tools, including behavioural economics, eye-tracking, implicit response measures and facial coding can measure and illuminate these irrational drives.

This excerpt, from Chapter 7, discusses Affective and Evaluative priming tests, their use for marketers and testing whether an ad evokes the emotions that were intended.

Read excerpt: New Research Tools >>

This an excerpt from Chapter 7 of Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (978-0749473846) by Darren Bridger. Published August 2015 by Kogan Page. Copyright 2015 by Darren Bridger. Reproduced by permission of Kogan Page.


Darren Bridger

Copyright © 2015 Kogan Page. All rights reserved.


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