Titlebook: Neuro-Advertising; Brain-friendly adver Elke Schwarz Book 2022 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022 Emotion.Con

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Elke SchwarzExplains how to increase the impact of marketing with brain-friendly advertising.Introduces a novel measurement and analysis tool based on neuroscience.Shows how budgets can be used effectively

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978-3-658-38635-1Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022

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https://doi.org/10.1007/978-3-658-38633-7Emotion; Consumer research; Advertising; Neuroscientific methods; Emotion Selling; Marketing Effectivenes

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Emotion Index: When Do Emotions Trigger Buying Impulses?,g list of options, ideas, and strategies for this. But which one is really good? What role do emotions play in a buying decision? What exactly is an emotion and how does it work? Which emotions increase the motivation to buy in my target group? These and more questions are answered in this chapter.

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Memory Index: When Are Stimuli Stored and How?,itated. This means that something is already happening in the brain before we consciously decide. The conscious decision is the result of an unconscious process. If an advertisement succeeds in influencing these unconscious processes in a sales-promoting way, it has a high impact. Some principles are explained below.

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