Description
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. Pepe Martnez Chapter – 01: Introduction; Chapter – 02: Starting point: the pillars of the human mind; Chapter – 03: The alarm clock rings; Chapter – 04: The world surrounding us; Chapter – 05: Careful! Watch out!; Chapter – 06: Do you remember?; Chapter – 07: Wonderful!; Chapter – 08: How clever!; Chapter – 09: Who’s the boss here?; Chapter – 10: Make your mind up!; Chapter – 11: I want to be happy!; Chapter – 12: I’m off to bed!; Chapter – 13: Summary of the brain’s mental functions; Chapter – 14: Brands, communications and the mind; Chapter – 15: Millward Brown and neuroscience; Chapter – 16: Final reflections: philosophy and the mind
