The book has hundreds of end notes for the reader who wants to dig deeper, making it a great jumping-off point for further exploration of unconscious influences on behavior. Douglas Van Praet is the author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing. For too long marketers have been asking the wrong question. Douglas van Praet is the founder of Unconscious Branding, a brand strategy consultancy with a focus on behavioral science. The founder of Red Bull created a strange brew. Suggesting that the time has come for a more creative approach, he mocks the use of market surveys.
Unconscious Branding book. Unconscious Branding is thoughtful and well-researched. Cognitive neuroscience tells us that consumers, i.e. To further test the potency of these unconscious brand preferences, Dempsey and Mitchell carried out a second experiment in which the subjects were presented with factual product information that contradicted their conditioning. Read 16 reviews from the world's largest community for readers. He compares the special garments of the Catholic clergy to the white lab coats featured in pharmaceutical ads as examples of the hypnotic power of authority in unconscious branding. Unconscious Branding Are we really in control of the brands and products that we choose to buy? While Van Praet (like me) is willing to make some leaps from general brain and behavior research to applying that work in advertising and branding, he is meticulous in his citations. “Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. His oddly flavored caffeine spiked beverage received the lowest scores in research for taste and purchase intention. It's an invaluable resource … The subliminal exposures … He was executive vice president of Deutsch LA, where he was responsible for the Volkswagen account. One case study in Unconscious Branding is the success of Red Bull. The study demonstrates that brand equity can trigger emotional responses even during unconscious exposure, and then carry on to affect preference of products.
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