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English Summary/英文概要： Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli.
Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making.
Chinese Summary/中文概要： 本书的目的是帮助营销从业者了解看似神秘的神经营销，这是营销研究领域相对比较新的烦方式，用于了解消费者对营销刺激的反应。
本书通过直接的解释向读者解读施行神经营销研究的关键理论工具，以及如何达成预期的研究成果。营销人员和研究人员将从本书中学会如何有效地、自信地对数据处理者、神经科学家以及技术人员进行宣讲和商议。他们将充分了解到行为科学和数据处理技术方面的最新发展，以及使用复杂的神经营销工具来理解潜意识反应，包括行为经济学、视线跟踪、含蓄应对措施以及面部表情解读。笔者讨论了将这些技术进行应用的时机，如何把它们有效地结合起来，以及如何正确地解读结果数据并生成对决策有价值的见解。(LYR)
Awards/获奖情况： 本书是给营销专员和市场研究者的一件珍贵礼物。 Darren打开了神经营销的大门，探索了其中的内容。本书用清晰的语言解释了这些工具该如何被使用，还有它们为什么有用，以它们为何会从此改变营销方法。对于初学者和专家而言本书都是一本不可缺少的指南。（Steve Genco，作家，演讲家，Intuitive Consumer Insights的顾问）
"A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field." (Steve Genco, author, speaker and advisor at Intuitive Consumer Insights 2015-03-03)
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