Патрик Ренвуазе - Код убеждения [Как нейромаркетинг повышает продажи, эффективность рекламных кампаний и конверсию сайта]
- Название:Код убеждения [Как нейромаркетинг повышает продажи, эффективность рекламных кампаний и конверсию сайта]
- Автор:
- Жанр:
- Издательство:Издательство Питер
- Год:2020
- Город:СПб
- ISBN:978-5-4461-1227-2
- Рейтинг:
- Избранное:Добавить в избранное
-
Отзывы:
-
Ваша оценка:
Патрик Ренвуазе - Код убеждения [Как нейромаркетинг повышает продажи, эффективность рекламных кампаний и конверсию сайта] краткое содержание
Стараетесь быть убедительным, но людей ваши тексты не цепляют? Не секрет, что покупатели принимают решения иррационально, придумывая разумные причины для отказа задним числом, поэтому традиционные модели убеждения и не работают. На помощь маркетологам и продавцам приходит нейромаркетинг, направленный на первичный мозг – древнейшую структуру, которая отвечает за мгновенные и неосознанные реакции.
Опираясь на последние научные данные, Кристофер Морен и Патрик Ренвуазе предлагают модель, которая поможет создать эффективную рекламу, продающие презентации и увеличить конверсию сайта.
Нейромаркетинг – наука убеждать кого угодно, где угодно и когда угодно.
В книге вас ждут: шесть убедительных стимулов, которые обращаются напрямую к первичному мозгу; четыре шага для убеждения любого оппонента; более 30 рабочих кейсов.
Код убеждения [Как нейромаркетинг повышает продажи, эффективность рекламных кампаний и конверсию сайта] - читать онлайн бесплатно ознакомительный отрывок
Интервал:
Закладка:
221. Newberg, A.B. and Waldman, M.R. (2012). Words Can Change Your Brain: 12 Conversation Strategies to Build Trust, Resolve Conflict, and Increase Intimacy , 274. New York: Hudson Street Press.
222. Ludlow, C. (2005).Central nervous system control of the laryngeal muscles in humans. Respiratory, Physiology & Neurobiology 147 (2–3): 205–222.
223. Tang, C., Hamilton, L.S., and Chang, E.F. (2017). Into national speech prosody encoding in the human auditory cortex. Science 357 (6353): 797–801.
224. Schirmer, A. (2010). Mark my words: Tone of voice changes affective word representations in memory. PLoS One 5 (2): e9080.
225. Leaderbrand, K., Morey, A., and Tuma, L. (2008). The effects of voice pitch on perceptions of attractiveness: Do you sound hot or not? WinonaState University Psychology Student Journal (January).
226. Bryant, G.A. and Haselton, M.G. (2009). Vocal cues of ovulation inhuman females. Biology Letters 5 (1): 12 15.
227. Cheng, J.T., Tracy, J.L., Ho, S. et al. (2016). Listen, follow me: Dynamic vocal signals of dominance predict emergent social rank in humans. Journalof Experimental Psychology. General 145 (5): 536–547.
228. Ko, S.J., Sadler, M.S., and Galinsky, A.D. (2015). The sound of power: Conveying and detecting hierarchical rank through voice. Psychological Science 26 (1): 3–14.
229. Miller, N., Maruyama, G., Beaber, R.J. et al. (1976). Speed of speech and persuasion. Journal of Personality and Social Psychology 34 (4):615–624.
230. Gibson, B.S., Eberhard, K.M., and Bryant, T.A. (2005). Linguistically mediated visual search: The critical role of speech rate. Psychonomic Bulletin & Review 12 (2): 276–281.
231. Kendall, T. (2013). Speech Rate, Pause, and Sociolinguistic Variation: Studies in Corpus Sociophonetics , 247. New York: Palgrave Macmillan.
232. MacGregor, L., Corley, M., and Donaldson, D.I., (2010). Listening to the sound of silence: Disfluent silent pauses in speech have consequences for listeners. Neuropsychologia 48 (14): 3982–3992.
233. Enos, F., Shriberg, E., Graciarena, M. et al. (2007). Detecting Deception Using Critical Segments . New York: Columbia University Academic Commons.
234. Peterson, R.A., Cannito, M.P., and Brown, S.P. (1995). An exploratory investigation of voice characteristics and selling effectiveness. Journal of Personal Selling & Sales Management 15 (1): 1–15.
235. Iyer, N., Brungart, D., and Simpson, B. (2010). Effects of target-masker contextual similarity on the multimasker penalty in a three-talker diotic listening task. Journal of the Acoustical Society of America 128 (5): 2998–3110.
236. Ljung, R., Sцrqvist, P., and Hygge, S. (2009). Effects of traffic noise and irrelevant speech on children’s reading and mathematical performance. Noise Health 11 (45): 194–198.
237. Marsh, J.E. and Jones, D.M. (2010). Cross-modal distraction by background speech: What role for meaning? Noise Health , 12 (49):210–216.
238. Aune, R.K. and Kikuchi, T. (1993). Effects of language intensity similarity on perceptions of credibility relational attributions, and persuasion. Journal of Language and Social Psychology 12 (3): 224–238.
239. Dupuis, K. and Pichora-Fuller, M.K. (2010).Use of affective prosody by young and older adults. Psychology and Aging 25 (1): 16–29.
240. Ishii, K., Reyes, J., and Kitayama, S. (2003). Spontaneous attention to word content versus emotional tone: Differences among three cultures. Psychological Science 14 (1): 39–46.
241. Ekman, P. (2007). Emotions Revealed: Recognizing Faces and Feelings to Improve Communication and Emotional Life , 2e, 290. New York: Owl Books.
242. Ekman, P., Davidson, R.J., and Friesen, W.V. (1990). The Duchenne smile: Emotional expression and brain physiology II. Journal of Personality and Social Psychology 58 (2): 342–353.
243. Chaminade, T., Zecca, M., Blakemore, S.-J. et al. (2010). Brain response to a humanoid robot in areas implicated in the perception of human emotional gestures. PLoS One 5 (7): e11577.
244. Chang, L. and Tsao, D.Y. (2017). The code for facial identity in the primate brain. Cell , 169 (6): 1013–1028.e14.
245. Frumin, I., Perl, O., Endevelt-Shpaira, Y. et al. (2015). A social chemo signaling function for human handshaking. Elife , 4.
246. Senju, A. and Johnson, M.H. (2009).The eye contact effect: Mechanisms and development. Trends in Cognitive Sciences 13 (3): 127–134.
247. Itier, R.J. and Batty, M. (2009). Neural bases of eye and gaze processing: The core of social cognition. Neuroscience and Biobehavioral Reviews 33 (6): 843–863.
248. George, N. and Conty, L. (2008). Facing the gaze of others. Neurophysiologie Clinique 38 (3): 197–207.
249. Hietanen, J.K., Leppänen, J.M., Peltola, M.J. et al. (2008). Seeing direct and averted gaze activates the approach-avoidance motivational brainsystems. Neuropsychologia 46 (9): 2423–2430.
250. Einav, S. and Hood, B.M. (2008). Tell-tale eyes: Children’s attribution of gaze aversion as a lying cue. Developmental Psychology 44 (6):1655–1667.
251. Schneier, F.R., Rodebaugh, T.L., Blanco, C. et al. (2011). Fear and avoidance of eye contact in social anxiety disorder. Comprehensive Psychiatry 52 (1): 81–87.
252. Gamer, M. and Buchel, C. (2009). Amygdala activation predicts gaze toward fearful eyes. Journal of Neuroscience 29 (28): 9123–9126.
253. Bateson, M., Nettle, D., and Roberts, G. (2006). Cues of being watched enhance cooperation in a real-world setting. Biology Letters 2 (3): 412–414.
254. Fehr, E. and Schneider, F. (2010). Eyes are on us, but nobody cares: Are eye cues relevant for strong reciprocity? Proceedings: Biological Sciences 277 (1686): 1315–1323.
255. Tombs, S. and Silverman, I. (2004). Pupillometry. Evolution and Human Behavior 25 (4): 221–228.
256. Goldman, M. and Fordyce, J. (1983). Prosocial behavior as affected by eye contact, touch, and voice expression. Journal of Social Psychology 121 (1): 125–129.
257. Sadr, J., Jarudi, I., and Sinha, P. (2003). The role of eyebrows in face recognition. Perception 32 (3): 285–293.
258. Enrici, I., Adenzato, M., Cappa, S. et al. (2010). Intention processing in communication: A common brain network for language and gestures. Journal of Cognitive Neuroscience 23 (9): 2415–2431.
259. Huang, L., Galinsky, A.D., Gruenfeld, D.H. et al. (2011). Powerful postures versus powerful roles: Which is the proximate correlate of thought and behavior? Psychological Science 22 (1): 95–102.
260. Cu⇨ y, A. (2012). Your body language may shape who you are . TED Global.
261. van Baaren, R., Janssen, L., Chartrand, T.L. et al. (2009). Where is the love? The social aspects of mimicry. Philosophical Transactions of the Royal Society of London B: Biological Sciences 364 (1528): 2381–2389.
262. Rhode, D.L. (2010). The Beauty Bias: The Injustice of Appearance in Life and Law , 252. New York: Oxford University Press.
263. Busetta, G. and Fiorillo, F. (2013). Will Ugly Betty ever find a job in Italy? 391. Quaderno Di Ricerca .
264. Hamermesh, D.S. (2011). Beauty Pays: Why Attractive People Are More Successful , 216. Princeton, NJ; Oxford, UK: Princeton University Press.
265. Hill, A. and Scharff, L.V. (1997). Readability of screen displays with various foreground/background color combinations, font styles, and font types. Proceedings of the Eleventh National Conference on Undergraduate Research , II: 742–746.
266. Mackiewicz, J. (2007). Audience perception of fonts in projected Power-Point slides. Technical Communication 54 (3): 295–307.
267. Ali, A.Z.M.,Wahid, R., Samsudin, K. et al. (2013). Reading on the computer screen: Does font type have effects on web text readability? International Education Studies 6 (3): 26–35.
268. Breugst, N. and Patzelt, H. (2010). Entrepreneurs display of passion and employee’s commitment to new ventures. Academy of Management Annual Meeting Proceedings 8 (1).
269. Mujica-Parodi, L.R., Strey,H.H., Frederick, B. et al. (2009).Chemosensory cues to conspecific emotional stress activate amygdala in humans. PLoS One 4 (7): e6415.
270. Wallechinsky, D., Wallace, I., and Wallace, A. (1977). The People’s Almanac Presents the Book of Lists , 521. New York: Morrow.
271. Woo, J.W., Tam, J.K.C., Chan, D.S.G. et al. (2015). Uncovering what lies beneath a Salmonella enterica empyema. BMJ Case Reports , 2015.
272. Vrij, A. (2008). Detecting Lies and Deceit: Pitfalls and Opportunities , 2nd ed., 503. West Sussex, UK: Wiley.
273. Witkowski, T (2010). Thirty-five years of research on neuro-linguistic programming. NLP Research Data Base. State of the art or pseudoscientific decoration? Polish Psychological Bulletin 41 (2): 58–66.
274. Constantinidou, F. and Baker S. (2002). Stimulus modality and verbal learning performance in normal aging. Brain Language 82 (3): 296–311.
275. Brenda, S. (2009). Driving sales through shoppers’ sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management 37 (3): 286–298.
276. Olahut, M.R. and Ioan, P. (2013). The effects of ambient scent on consumer behavior: A review of the literature. Annals of the University of Oradea, Economic Science Series 22 (1): 1797–1806.
277. Velasco, C., Jones, R., King, S. et al. (2013). Assessing the influence of the multisensory environment on the whisky drinking experience. Flavour 2 (23).
278. brusspup. (2011). Incredible Shade Illusion! YouTube (11 August), https://www.youtube.com/watch?v=z9Sen1HTu5o.
279. The Richest. (2015). 10 Mind Blowing Optical Illusions . YouTube (5 March), https://www.youtube.com/watch?v=-IWk5NkxQF8.
280. Morrot, G., Brochet, F., and Dubourdieu, D. (2001). The color of odors. Brain and Language , 79 (2): 309–320.
281. Spence, C. (2012). Auditory contributions to flavour perception and feeding behavior. Physiology & Behavior 107 (4): 505–515.
282. North, A.C., Hargreaves, D.J., and McKendrick, J. (1999). The influence of in-store music on wine selections. Journal of Applied Psychology 84 (2):271–276.
283. Williams, L. and Ackerman J. (2011). Please touch the merchandise. Harvard Business Review (December 15).
284. Just, M.A.,Newman, S.D., Keller,T.A. et al. (2004). Imagery in sentence comprehension: An fMRI study. Neuroimage 21 (1): 112–124.
285. Wilson, T.D. and Schooler, J.W. (1991). Thinking too much: Introspection can reduce the quality of preferences and decisions. Journal of Personality and Social Psychology 60 (2): 181–192.
286. WisdomLand (2017). Billboard scares the crap out of people crossing red light at intersection and takes their picture. YouTube (3 June), https://www.youtube.com/watch?v=vYWmeh6Q-Vk.
287. Thaler, R. and Sunstein, C. (2009). NUDGE: Improving Decisions About Health, Wealth, and Happiness , 312. New York: Penguin Books.
288. NeoFilmShop.com. (2014). MCL cinema Hong Kong Mobile phone car crash advertising effective. YouTube, 29 June, https://www.youtube.com/ watch?v=5Gtio4V1L3o.
289. Kopp, F., Schroger, E., and Lipka, S. (2006). Synchronized brain activity during rehearsal and short-term memory disruption by irrelevant speech is affected by recall mode. International Journal of Psychophysiology 61 (2):188–203.
Читать дальшеИнтервал:
Закладка: