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neuromarketing_ verità e bugie su quello che compriamo

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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neuromarketing_ verità e bugie su quello che compriamo

  1. 1. SOMMARIO • Che cosa è il neuromarketing • I neuroni specchio • Martin Lindstrom • La ricerca • Associazioni sensoriali (o Sensory Branding) • Marcatori somatici • Conclusioni U I I P - E R P S A P S P E C I A L I S T 2
  2. 2. CHE COSA È IL NEUROMARKETING • Indica una disciplina volta all'individuazione di canali di comunicazione più diretti ai processi decisionali d'acquisto, mediante la Neuroscienze. • Tale disciplina fonde il marketing tradizionale (economia) con neurologia (medicina) e psicologia (scienze comportamentali) e si prefigge di individuare cosa accade nel cervello delle persone in risposta ad alcuni stimoli relativi a prodotti, marche o pubblicità con l’obiettivo di determinare le strategie che spingono all’acquisto. U I I P - E R P S A P S P E C I A L I S T 3
  3. 3. I NEURONI SPECCHIO I neuroni specchio sono una classe di neuroni che si attivano selettivamente sia quando si compie un’azione sia quando la si osserva mentre è compiuta da altri. • Estate 1992 – Giacomo Rizzolatti scienziato del Università di Parma stava studiando le reazioni del cervello dei macachi in relazione al loro comportamento motorio. • L'aneddotica racconta che mentre un ricercatore del team di Rizzolatti tornò in laboratorio leccando un cono gelato, alcuni neuroni della scimmia, che stava osservando la scena, reagirono pur non avendo compiuto l’animale alcun movimento. U I I P - E R P S A P S P E C I A L I S T 4
  4. 4. MARTIN LINDSTROM • Tra gli esperti di marketing più apprezzati al mondo. • Passa 300 gg all’anno in giro per tutto il pianeta, per condividere le sue metodologie pioneristiche e attraverso conferenze e consulenze. • CEO e presidente della Lindstrom Company, e di BUYOLOGY INC. è consulente di alcuni dei più grandi manager di aziende globali come McDonald’s Corporation, Procter & Gamble, Nestlè, American Express, Microsoft e Walt Disney Company. U I I P - E R P S A P S P E C I A L I S T 5
  5. 5. LA RICERCA 1.1 U I I P - E R P S A P S P E C I A L I S T 6 Lindstrom comincia i suoi studi con una serie di ipotesi basate su ciò che aveva imparato e osservato in 20 anni di lavoro come consulente di aziende per la creazione di brand duraturi. Partendo da queste ipotesi e dopo aver condotto le opportune ricerche, Lindstrom ha ritenuto opportuno utilizzare le tecniche più avanzate di neuroimaging per avvalorale la propria tesi
  6. 6. La fMRI (Functional Magnetic Resonance Imaging) registra e misura l’attività cerebrale associata alla percezione alla cognizione e al comportamento. Quando si compie un ‘attività i neuroni che sono coinvolti diventano attivi emettendo impulsi elettrici che vengono poi registrati. U I I P - E R P S A P S P E C I A L I S T 7 LA RICERCA 1.2
  7. 7. La SST (steady state topography) è una tecnica che utilizza una serie di sensori per misurare segnali elettrici molto deboli in una dozzina di regioni distinte del cervello umano. In questo modo la sst offre degli indizi su quali funzioni cognitive (es. eccitazione, coinvolgimento) vengano attivate in risposta a stimoli differenti. U I I P - E R P S A P S P E C I A L I S T 8 LA RICERCA 1.3
  8. 8. Il Sensory Branding utilizza i 5 sensi dei consumatori per creare associazioni emotive tra loro e il marchio. U I I P - E R P S A P S P E C I A L I S T 9 Associazioni sensoriali (o Sensory Branding)
  9. 9. U I I P - E R P S A P S P E C I A L I S T 10
  10. 10. U I I P - E R P S A P S P E C I A L I S T 11 RTX9338PJS
  11. 11. Marcatori somatici U I I P - E R P S A P S P E C I A L I S T 12 I marcatori somatici sono normalmente associazioni tra due elementi non compatibili tra loro, che proprio per questa loro incompatibilità restano impressi nella nostra mente.
  12. 12. CONCLUSIONI Grazie alle tecniche di neuroimaging, possiamo ora capire meglio che cosa guida realmente il nostro comportamento, le nostre opinioni e le nostre preferenze. Dall’incontro tra scienza e marketing sappiamo che circa il 90% che il nostro comportamento di acquisto è inconscio. U I I P - E R P S A P S P E C I A L I S T 13
  13. 13. GRAZIE PER L’ATTENZIONE U I I P - E R P S A P S P E C I A L I S T 14

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