The persuasion code : how neuromarketing can help you persuade anyone, anywhere, anytime /: how neuromarketing can help you persuade anyone, anywhere, anytime. (2018)

• Record Type: Book
• Further Information: Note: Christophe Morin, Patrick Renvoisé.
• Authors: Morin, Christophe; Renvoisé, Patrick
• Contents: Acknowledgments vii About the Authors ix Why Read This Book? xi Introduction xvii PART I DECODING PERSUASION SCIENCE 1 Chapter 1 Why Is Neuromarketing a Game Changer? 3 Chapter 2 The Neuroscience of Persuasion 19 PART II DECODING PERSUASION THEORY 39 Chapter 3 NeuroMap: A Brain-Based Persuasion Theory 41 Chapter 4 Applying Six Stimuli to Persuade the Primal Brain 59 PART III DECODING YOUR PERSUASIVE NARRATIVE 113 Chapter 5 Diagnose the Pain 115 Chapter 6 Differentiate Your Claims 131 Chapter 7 Demonstrate the Gain 141 Chapter 8 Deliver to the Primal Brain 165 Conclusion 283 Appendix: NeuroMap Simplified NeuroScoring Tool 289 References 297 Index 317
• Edition: 1st
• Publisher Details: Hoboken, New Jersey : John Wiley & Sons, Inc
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 658.80019; Neuromarketing; Consumer behavior; Persuasion (Psychology)
• Languages: English
• ISBNs: 9781119440765; 9781119440758
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.