The Buying Brain: Secrets for Selling to the Subconscious Mind

Overview

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, in order to appeal directly and powerfully to our brains.

The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience affects how we make, buy, sell, and enjoy everything, as well...

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Overview

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, in order to appeal directly and powerfully to our brains.

The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience affects how we make, buy, sell, and enjoy everything, as well as how this new knowledge can enhance customers' overall lives. The Buying Brain gives you the key to:

Brain-friendly product concepts, design, prototypes, and formulations

Highly effective packaging, pricing, advertising, and in-store marketing

Building stronger brands that attract deeper consumer loyalty

And more

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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Product Details

  • ISBN-13: 9780470601778
  • Publisher: Wiley
  • Publication date: 8/9/2010
  • Edition number: 1
  • Pages: 272
  • Sales rank: 725,138
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.00 (d)

Meet 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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Table of Contents

Foreword ix

Acknowledgments xi

Part 1 Introducting the Buying Brain

Chapter 1 $1 Trillion to Persuade the Brain 3

Chapter 2 Neuromarketing Technology 7

Chapter 3 Your Customer's Brain Is 100,000 Years Old 17

Chapter 4 The Brain 101 33

Chapter 5 The Five Senses and the Buying Brain 41

Chapter 6 The Boomer Brain Is Buying 55

Chapter 7 The Female Brain Is Buying 65

Chapter 8 The Mommy Brain Is Buying 79

Chapter 9 The Empathic Brain Is Buying 93

Part 2 Engaging the Buying Brain

Chapter 10 Neuromarketing Measures and Metrics 103

Chapter 11 The Consumer Journey 113

Chapter 12 The Buying Brain and Brands 119

Chapter 13 The Buying Brain and Products 135

Chapter 14 The Buying Brain and Packaging 155

Chapter 15 The Buying Brain in the Aisle 171

Chapter 16 The Buying Brain and Advertising 193

Chapter 17 The Buying Brain, Screens, and Social Media 219

Chapter 18 Vision of the Future 231

Notes and Sources 237

Index 247

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Sort by: Showing all of 8 Customer Reviews
  • Posted August 6, 2010

    Great Find

    This fascinating book by Dr. A.K. Pradeep has definitely changed the way I view ads and the marketplace. Everywhere I go now I analyze the packages, advertisements, and commercials and am shocked by how many companies get it wrong!

    Dr. Pradeep's insights made a lot of sense even to someone not particularly scientifically gifted. He starts by talking about what the brain likes or doesn't like and the evolutionary and neuroscientific evidence behind it. He then applies this information into easy to follow frameworks on everything from packaging, to in-store design, to price points. One point that I thought was especially interesting is that the failure of a new product is often not due to the actual concept but rather the execution of it. I had never thought of it like that before. I feel that Dr. Pradeep's insights in this book can be applied to any project. Even though I am not a product developer, I can definitely use his insights to improve my power point presentations and make them more neurologically pleasing and attention grabbing. The only thing that I would say is that I wish there could have been more specific case studies on companies that have used neuromarketing. I know that in the interest of confidentiality, Pradeep probably couldn't disclose names but it would have been neat to read more like the California Olive Ranch example. Other than that this was a great find!

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted August 6, 2010

    Specific neuromarketing insights

    A. K. Pradeep has written a wonderful piece of work. This book clearly explains the new field of neuromarketing and how it can apply to your business, giving great insights and recommendations that anyone can adopt to further their company without needing a neuroscience degree.

    I particularly enjoyed the section on the "Mommy Brain" because it certainly sheds light on the strange buying habits of my wife soon after our first child. She would come home furious some days if the store she went to was out of our favorite brand of diapers. Who knew that this wrath was a biologically wired maternal response? I wish that Pradeep had covered the male brain specifically as well, however.

    If you've ever wondered about how we make decisions in the marketplace and how the brain is the ultimate controller of our purchasing actions, this book is a must-read. The same goes for anyone interested in selling a product - the brain must first be understood in order to appeal to it.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted December 6, 2011

    The Buying Brain is THE game changer!

    If you are a CEO, CMO, market research executive or Board member of a Fortune 500 company and your goal is to increase market share, this is your text book to understand and emotionally connect with your clients. Being a market research veteran for over 20 years I believe "The Buying Brain" is THE game changer. We have been asking consumers how they feel about communication messages, packages, products, and our brands. We all know we are not getting the correct answers, but we had no choice. Now we do. We don't have to guess anymore."The Buying Brain" is showing us with real in market examples why going to the source, the brain, is where the answers are. Neurological we can now get answers we could never dream of getting in a focus group. I understand now why measuring the whole brain is one of the major keys. We will be using the knowledge gained from the material in this amazing book and contacting NeuroFocus immediately to help us have the competative advantage we need to win and help make is easier for our clients to buy. Thank you Dr. Pradeep, so very much. Read this book and find out what why your clients buy and help make it easier for them to connect with your brand in a way like never before.This book is powerful.It's worth the read and you'll thank me later.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 6, 2011

    Great insight into our subconscious mind

    This book is a compelling read that is hard to put down.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted August 5, 2010

    The Buying Brain is THE game changer!,

    If you are a CEO, CMO, market research executive or Board member of a Fortune 500 company this is your text book to understand and emotionally connect with your clients. Being a market research veteran for over 20 years I believe "The Buying Brain" is THE game changer. We have been asking consumers how they feel about communication messages, packages, products, and our brands. We all know we are not getting the correct answers, but we had no choice. Now we do. We don't have to guess anymore.

    "The Buying Brain" is showing us with real in market examples why going to the source, the brain, is where the answers are. Neurological we can now get answers we could never dream of getting in a focus group. I understand now why measuring the whole brain is one of the major keys. We will be using the knowledge gained from the material in this amazing book and contacting NeuroFocus immediately to help us have the competative advantage we need to win and help make is easier for our clients to buy. Thank you Dr. Pradeep, so very much. Read this book and find out what why your clients buy and help make it easier for them to connect with your brand in a way like never before.

    This book is powerful.
    It's worth the read and you'll thank me later.

    Was this review helpful? Yes  No   Report this review
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    Posted December 5, 2011

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    Posted July 21, 2011

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    Posted August 6, 2010

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