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Product Description
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.
From the Inside Flap
New discoveries in neuroscience are revolutionizing twenty–first–century life, and marketing is no exception. These insights into the human brain promise to reshape the way companies, brands, and products get noticed, get liked, and get bought. So how do you put these groundbreaking findings into practice at your company and gain the advantage over your competitors?
The Buying Brain gives you a one–stop playbook for understanding and applying the latest research using findings from sophisticated neuromarketing techniques. Covering everything from product development to packaging to point–of–sale marketing, this is the only guide you need to access today’s newest business frontier: the human brain.
Incorporating data derived from electro–encephalographic (EEG) brainwave studies, eye tracking, and cutting–edge, proprietary findings, The Buying Brain enables you to:
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Understand and employ neuromarketing techniques, terms, and technologies to build your brand and your business
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Reach consumers’ minds at the preconscious, precognitive level, where responses are unbiased and unfiltered
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Engage the unique aspects of male and female brains
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Effectively advertise and promote products at all points in the consumer journey
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And much more
Neuroscience is taking marketing to a new level, pointing to a future where companies that properly neuromarket will reach and serve their customers more effectively than companies that don’t. Bring your marketing strategy and practice into the age of neuroscience with The Buying Brain, and start putting this powerful body of knowledge to work for you today.
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Customer Reviews
Although there were tid bits of useful information, the vast majority was repackaged marketing knowledge from 10 years ago.
Throughout the book Dr Pradeep promised 'surprising insights from the world's leading marketing lab'. The only thing that really surprised me from this book is the fact that he would put his company's reputation on the line by deceitfully marketing his company and using the guise that he is giving readers genuine information that is not known by almost anyone with any common sense.
The first half of the book does indeed provide some good ingights into how you can better target particular groups- especially women and older consumers.
But the second half of the book is deeply disappointing. It's basically one long advert for the "neuro-analysis" consultancy that the author's company offers and gives no useful information at all! As a PhD researcher myself, I get a strong whiff of pseudo-science with lot of what the author claims can be achieved through fancy sounding techniques such as "Deep Subconscious Response".
My advice: an interesting read, but if it's real practical marketing advice you're after, look elsewhere.
The book gives a refreshing and easy to read perspective on how neuroscience is now being applied to the world of commerce. It's the first book I've read that dwells on the implementation of neuromarketing, rather than just the theory of so doing. As such it is enormously valuable in giving practical exmples of applied insight. Anybody who is interested in psychology or consumer behaviour would find it fascinating; but for those of us who actually work in the field of research, marketing or product design, I'd suggest it's essential and inspiring reading.
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