Interview: Phil Barden, author of Decoded, on how to apply neuroscience to marketing
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Understanding Consumer Decision-Making Through Neuroscience
This chapter explores the interplay between consumer behavior and neuroscience, emphasizing the balance of reward versus the pain of spending. It also discusses the role of brand equity as a motivational factor shaped by cognitive and emotional influences in competitive markets.
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