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- W2741665270 abstract "SUMMARY This paper will, we hope, dispel a number of 20th Century myths about brands. It will dispel the myth that brand purchase decisions are based on reason, and that consumers depend in some way on the plethora of information we feed them about brands. It will dispel the myth that advertising is merely a weak force, and show that advertising can often exert a very strong influence on purchase behaviour, Along the way it will also show how other marketing activities, like names and pack designs, can be equally influential. It will also show how so-called strong forces like price, can be very weak, and can sometimes even work in reverse. Above all, it will demonstrate how current thinking in cognitive neuroscience reveals a much more plausible explanation of how marketing affects buying behaviour – an explanation which suggests that much of the traditional brand research we do gives misleading results. Finally, it offers specific guidelines as to how we can improve the way in which we research brands." @default.
- W2741665270 created "2017-08-08" @default.
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- W2741665270 date "2000-01-01" @default.
- W2741665270 modified "2023-09-23" @default.
- W2741665270 title "'And Now for Something Completely Different' Current thinking About the Brain Means we Need to Change the Way Brands are Researched" @default.
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