Zombie Consumer: How marketers decide what you buy - Tapa blanda

Steidl, Dr Peter

9781523842131: Zombie Consumer: How marketers decide what you buy

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ISBN 10: 152384213X ISBN 13: 9781523842131

Editorial: CreateSpace Independent Publishing Platform, 2016

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In The Zombie Consumer, neuromarketing expert Dr Peter Steidl explains the two different brain circuits we all have: a Thinking Mind and a Doing Mind. The Thinking Mind is capable of making carefully considered, rational decisions, while the dominant Doing Mind wants to conserve thinking energy for more important tasks and so seeks shortcuts when facing a choice. He provides an overview on how the human mind functions while shopping, as well as a look at the techniques marketers use to influence the consumers Doing Mind. The book finishes with ways to deal with the influence marketing initiatives have on purchase decisions, depending on how much time and effort someone wants to spend. Steidl offers a middle-ground solution in the book, which is packed with examples of marketing techniques that influence people in ways that they might not realize. He suggest becoming a “part-time Zombie,” that is, allowing the marketing tricks to work in less important circumstances, but knowing the ticks to get around them for important purchases. “The simple truth is, it can pay to be a Zombie Consumer when you’re making decisions that aren’t important or interesting to you,” Steidl said, “as long as you know that’s what you are doing, and can break out of Zombie mode when it’s in your best interests to do so.”

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Dr Peter Steidl started his work life as an academic, teaching first in Vienna, Austria and then in Adelaide, Australia, in the MBA program. Soon he got involved in consulting to companies and government agencies on a wide range of marketing issues. He enjoyed the responsibility that comes with advising on how to spend the owners’ or shareholders’ money. With neuroscience research telling us more about what really goes in our brains when we think and feel he got more and more involved in neuromarketing, that is, the use of neuroscience insights and concepts in a marketing setting. This also led him to an important insight: that ethical marketing is not about manipulating consumers, but it is about building a relationship with the consumer’s nonconscious Doing Mind that will have an impact on their future purchase decisions. The marketer’s strategies can add to the enjoyment of products and services, make the consumer's world and life more colorful and exciting, and allow consumers to benefit from news and entertainment that has been paid for by advertising dollars. However, he felt that consumers deserve transparency and a choice in this matter and this is his reason for writing this book.

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