Foreword -- Preface -- Acknowledgements : Part One Theoretical insights 01 The irrational consumer (introduction) -- How the view of the rational consumer crumbled -- Hunter-gatherers in the shopping mall -- The irrational non-conscious -- Dual-process decisions -- The types of data that are hard to measure rationally -- How the irrational can be decoded -- How companies are using this data -- Summary -- Notes02 The brain: attention, memory and emotion -- Attention -- Memory -- Emotion -- Embodied cognition -- Summary -- Notes03 Neuroaesthetics -- Beauty -- Faces -- Colours -- Culture -- Eight neuro-principles and their implications -- Using neuro-principles -- Summary -- Notes04 Behavioural economics -- Value is not rationally objective -- Ecological rationality -- Heuristics -- Nudges: small interventions with big effects -- Choice architecture and the $300 million button -- Summary -- NotesPart Two The new research tools 05 Guidelines for experiments -- Principles for neuro-testing -- Realism versus control -- Recruitment and cultural differences -- Benchmarking and normalizing -- Lab, online and real-world testing -- Interesting questions for experiments -- Summary -- Notes06 Eye-tracking -- How we see -- Detail versus gist -- Eye-trackers -- What draws the eye? -- Fixation predicts choice -- Pros and cons -- Summary -- Notes07 Implicit response measures -- Implicit memory webs -- Academic underpinning -- The Implicit Association Test (IAT) -- Affective and evaluative priming tests -- Summary -- Notes08 Facial action coding -- The six primary emotions -- Automated FACS (aFACS) -- What it is most useful for -- Summary -- Notes09 Biometrics -- The nervous system -- Key biometric considerations -- Heart activity -- Skin conductance (GSR or EDR) -- Pupillometry -- Other measures -- Pros and cons of biometrics -- Summary -- Note10 Neuro-measures -- fMRI -- EEG -- SST -- SummaryPart Three Putting it all together 11 Computational neuroscience -- Predicting successful music and movies -- Predicting where you will look -- The maths of beauty -- What will be the role of computational neuroscience? -- Summary -- Notes12 Smarter survey design -- Psychological limits to survey design -- Theory of planned behaviour -- Cognitive interviewing -- Creating smarter surveys -- Summary -- Notes13 Combining techniques -- Some typical combinations -- Tracking combinations -- Parallel combinations -- Visualizing combined results -- Anatomy of an ad -- Combining vendors -- Combining with sales data -- Summary -- Notes14 Conclusions -- The future -- Limitations and ethical issues -- Narrow explanations could become locked-in -- Doesn't measure longer-term reactions -- Glossary -- Further Reading -- Index.

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 title will equip marketers and researchers with an understanding of each neuromarketing tool, its relative strengths and weaknesses, and how to use it to generate consumer insights. The book demonstrates how to interpret data and turn it into actionable insights.