Biology Bias : The Real Reasons Behind Our Decisions.

Format:

Book

Author/Creator:

Gill, Merrill.

Language:

English

Physical Description:

1 online resource (322 pages)

Edition:

1st ed.

Place of Publication:

New York : Business Expert Press, 2025.

Summary:

Biology Bias gives a comprehensive understanding of the biological and psychological factors that influence our choices through the lenses of evolutionary psychology and consumer neuroscience. Readers will gain valuable insights into the hidden impulses that shape their decisions and learn how to apply this expertise to improve marketing and business strategies. It's a must-read for marketing practitioners looking to enhance their knowledge of consumer behavior, business leaders seeking a 360° perspective on human behavior to create more effective organizations, and educators and students interested in cutting-edge research in marketing and psychology. Written by professor and researcher, Gill Merrill , this book uncovers cognitive, unconscious, and biological biases and forces that challenge and contradict rational thinking within the decision-making process. Understanding the true drivers of consumer behavior is crucial to improving campaign performance. Biology Bias offers readers the tools and knowledge they need to accurately interpret consumer reactions, develop high-performance campaigns, and have a competitive edge.

Contents:

Front cover

Half title

Title

Copyright

Description

Contents

Preface

Acknowledgments

PART 1 Consumer Neuroscience

CHAPTER 1 What Is Evolutionary Marketing?

Key Takeaways

CHAPTER 2 Why We Need Consumer Neuroscience

CHAPTER 3 Damasio and Descartes-Cognitive and Affective Decision Making

Cognition

Affect and Intuition

Behavior

Cognitive-Affective Processes

Hormones and Decision Making

PART 2 Human Universals and Biases

CHAPTER 4 The Traits We All Share and 225 Biases-Which Ones Do You Display?

Biases-A Theoretical Background

Biases in Practice

What People and Organizations Can Do to Avoid or Diminish the Effects of Biases on Their Decision-Making Process

Be Black-and-White About Biases and Walk the Talk

Redistributing Investments Worldwide to Remove Geographical Biases

What Else You Can Do About Biases?

CHAPTER 5 We Are All Hormonal

CHAPTER 6 Biomarkers of Behavior and Bioanalytics

CHAPTER 7 Fitness Indicators and Their Corresponding Products

Fitness Indicators

PART 3 Evolutionary Marketing in Practice

CHAPTER 8 An In-Depth Understanding of Customers-B2C, B2B, and B2G

CHAPTER 9 In the Future There Will Be a Lab in Every Company

CHAPTER 10 Quantify and Operationalize Emotions

The Contribution of Evolutionary Psychology

Homeostasis-The Root of Mental Experiences

Quantifying Homeostasis

Biosensors-Measuring Internal Experiences

How Emotions Drive Behavior- A Brand Loyalty Case

Emotions-Focused Technology

CHAPTER 11 Contemporary Segmentation, Targeting, and Positioning

Traditional Segmentation Methods

Behavioral Segmentation

Analytics Segmentation.

Biological Segmentation

Hormonal Segmentation, Targeting, and Positioning

1. Market Research

2. Product Development

3. Branding

4. Pricing Products and Services

5. Product Positioning

6. Distribution Channels

7. Advertisement and Promotion

8. Customer Experience

9. Storytelling

10. Sales Teams

CHAPTER 12 A Summary of the Control System, the Brain

Final Considerations

Appendix

Notes

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Chapter 9

Chapter 10

Chapter 11

Chapter 12

References

About the Author

Index

Back cover.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781637428078

1637428073

OCLC:

1517395208