Оглавление
Branislav R. Tanasic. NEUROMARKETING
About the Author
Foreword
1. Prolegomena
2. Characteristics of the decision–making process of buying a tourist product
2.1. The basics of decision - making theory
2.2. Factors influencing decision - making about buying a tourist product
2.2.1. Geographic factors
2.2.2. Demographic factors
2.2.3. Economic factors
2.2.4. Sociological factors
2.2.5. Psychological factors
2.2.6. Other factors
2.3. Characteristics of the decision-making process about buying a tourist product. 2.3.1. Phases of the decision-making process
2.3.2. Decision-making form
Recognizing needs
Searching for information
Alternative assessment
Purchase decision
Post-buying behavior
2.3.3. Model of a choice of tourist destination
2.3.4. Decision-making model
3. Promotion as instrument marketing mix in the process deciding on buying a tourist product
3.1. Concept and promotion features as a marketing tool in tourism
3.2. Promotional activities
3.2.1. Advertising
3.2.2. Sales promotion
3.2.3. Personal sales
3.2.4. Public relations
3.2.5. Direct marketing
3.3. Word of mouth
3.4. Promotion in the decision-making process about buying a tourist product
3.5. Corporate and destination factors affecting the efficiency of the promotion
4. Subliminal messages - specific assurances of communication
4.1. Basic psychological processes
4.1.1. Stimulus
Optical stimuli
Mechanical stimuli
Tactile stimuli
Kinesthetic stimuli
Chemical stimuli
Thermal stimuli
4.1.2. Observe
Photoreceptors
Mechanoreceptors
Receptors for hearing
Touch Receptors
Proprioceptors
Chemoreceptors
Nociceptors
4.2. Perception
4.3. Subliminal perception
4.4. Possible applications of subliminal messages
5. Neuromarketing as a marketing research area
5.1. Development of bioelectric brain potential research
5.2. A basis of the structure of the human brain
5.3. Cytoarchitectural and functional division of the cortex
5.4. Neurophysiological research methods
5.4.1. Electroencephalography
5.4.1.1. Electrodes
5.4.1.2. Installation of electrodes
5.4.1.3. Brain waves
5.4.2. Magnetoencephalography (MEG)
5.4.3. Positron emission tomography – PET
5.4.4. Functional magnetic resonance – fMRI
6. Sensory branding
6.1. Sensory information and brain filtration
6.2. Application of sensory branding at the point of sale of a tourist product
7. Subliminal messages and neuromarketing
7.1. Small warning label ended a great job
7.1.1. Neuromarketing research of cigarette health warning label
8. The future of neuromarketing
9. A moral aspect of applying the results of neuromarketing techniques
Epilogue
References
Appendix. A part of the experiment on the influence of sensory branding on increasing the thriving power of promotion in tourism. Materials and methods
EEG experiment
EEG scanning with sensory branding
Subliminal messages - unconsciously perceived sensations and study research on subliminal knowledge
Отрывок из книги
Writing this book, I remembered an exciting episode from high school days. At the break between the two classes, we talked about some huge book that we need to read. Many of us complained that it was bulky and it took time to read it. One of the group's associates quite calmly said that he read the entire book without any problems. We were amazed but there was an explanation, he developed a reading technique of the giant novels by reading only the right-hand side pages so that reduced those terrible books in half.
The theme of this book is exceptionally bulky, and I decided to cut it seriously, so there is no need to apply the friend of mine reading technique. Also, I tried to condense information from a few scientific areas into a space of fewer than two hundred pages only. The content is intended, not only for readers who know neuromarketing but also for a craving population who would like to learn something more about this extraordinarily dynamic and thrilling area. Neuromarketing is today's reality but also the future that evolves greatly in the advanced form called nano marketing.
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Particular attention must be paid to the last stage, which involves returning from the journey, as an important process that feedback information links the first and the last phase. It also has to be related to the concept of contentment at the destination (Pizam, Neumann & Reichel, 1978: 314-322).
The main disadvantage of this concept is that Clawson and Knetsch do not deal with the choice of destinations, but the tourism travel phases have been upgraded to the assumption that the choice of destination choice has already been made.
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