The Buying Brain: Secrets for Selling to the Subconscious Mind

Sold by John Wiley & Sons
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If You Understand Brain Basics, You'll Sell More

As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.

The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to
• Brain-friendly product concepts, design, prototypes, and formulation
• Highly effective packaging, pricing, advertising, and in-store marketing
• Building stronger brands that attract deeper consumer loyalty

A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.

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About the author

DR. A.K. PRADEEP is the world’s leading neuromarketing researcher, pioneering the application of neuroscience in marketing, advertising, and messaging. He received the Advertising Research Foundation’s “Great Mind” Innovation Award in 2009. He is the founder and CEO of NeuroFocus, Inc., and works with many of the world’s leading companies, including CBS, Microsoft, Google, PayPal, Citibank, BlueCross BlueShield, Scottrade, and more. Dr. Pradeep holds many U.S. and international patents and has been published in numerous scientific journals.
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Additional Information

Publisher
John Wiley & Sons
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Published on
Jul 16, 2010
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Pages
250
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ISBN
9780470646847
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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Martin Lindstrom
How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them?

In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?
Can “Cool” brands, like iPods, trigger our mating instincts?
Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars?

Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds.
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