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E-book

The Buying Brain: Secrets for Selling to the Subconscious Mind

ISBN: 978-0-470-64684-7
250 pages
July 2010
The Buying Brain: Secrets for Selling to the Subconscious Mind (0470646845) cover image
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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Foreword.

Acknoweldgments.

PART 1 Introducing the Buying Brain.

Chapter 1 $1 Trillion to Persuade the Brain.

Chapter 2 Neuromarketing Technology.

Chapter 3 Your Customer’s Brain is 100,000 Years Old.

Chapter 4 The Brain 101.

Chapter 5 The Five Senses and the Buying Brain.

Chapter 6 The Boomer Brain is Buying.

Chapter 7 The Female Brain is Buying.

Chapter 8 The Mommy Brain is Buying.

Chapter 9 The Empathic Brain is Buying.

PART 2 Engaging the Buying Brain.

Chapter 10 Neuromarketing Measures and Metrics.

Chapter 11 The Consumer Journey.

Chapter 12 The Buying Brain and Brands.

Chapter 13 The Buying Brain and Products.

Chapter 14 The Buying Brain and Packaging.

Chapter 15 The Buying Brain in the Aisle.

Chapter 16 The Buying Brain and Advertising.

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

Chapter 18 Vision of the Future.

Notes and Sources.

Index.

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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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