The Buying Brain Secrets for Selling to the Subconscious Mind

by Pradeep, A. K.

• ISBN13: 9780470601778
• ISBN10: 0470601779
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-08-09
• Publisher: Wiley

Summary

The only guide you'll ever need to the ultimate business frontier-the human brainNeuroscience today offers extraordinary insights into how the brain affects every aspect of modern life. 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 things, and also probes deeper questions on how this new knowledge can enhance customers' lives. By putting the latest research at your fingertips, The Buying Brain gives you the key to Better product concepts, design, prototypes, and formulation Highly effective packaging, pricing, advertising, and in-store marketing Building stronger brands that attract deeper consumer loyalty Customer service that truly has the customer's mind in mindA highly readable guide to some of today's most amazing scientific findings, featuring beautiful graphics showing brain function and practical examples relevant to business, The Buying Brain is the only guide you'll ever need to the ultimate business frontier-the human brain.

Author Biography

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.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xi
Introducting the Buying Brain
$1 Trillion to Persuade the Brain	p. 3
Neuromarketing Technology	p. 7
Your Customer's Brain Is 100,000 Years Old	p. 17
The Brain 101	p. 33
The Five Senses and the Buying Brain	p. 41
The Boomer Brain Is Buying	p. 55
The Female Brain Is Buying	p. 65
The Mommy Brain Is Buying	p. 79
The Empathic Brain Is Buying	p. 93
Engaging the Buying Brain
Neuromarketing Measures and Metrics	p. 103
The Consumer Journey	p. 113
The Buying Brain and Brands	p. 119
The Buying Brain and Products	p. 135
The Buying Brain and Packaging	p. 155
The Buying Brain in the Aisle	p. 171
The Buying Brain and Advertising	p. 193
The Buying Brain, Screens, and Social Media	p. 219
Vision of the Future	p. 231
Notes and Sources	p. 237
Index	p. 247
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