The Buying Brain: Secrets for Selling to the Subconscious Mind

Senteo Rating 4.0
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Author:Dr. A.K. Pradeep
views 17297
Author:Dr. A.K. Pradeep
Senteo Rating 4.0

The Buying Brain: Secrets for Selling to the Subconscious Mind
Dr. A.K. Pradeep, John Wiley & Sons, 2010
Senteo’s Review information

The Buying Brainis a guide to the latest developments in neuroscience and their multi-faceted applications in marketing. The author is a leading authority in neuromarketing research and has worked with leading companies in the application of neuroscience to marketing, advertising and messaging. He firmly belivies that utilizing just the existing methodology for goods and services is no longer enough to foster economic growth, create jobs and economic prosperity.

This book is divided into 2 parts: the first is devoted to introducing the brain and how it works in the context of neuroscience, the second – to providing a thorough analysis of how to engage “the buying brain.” The book covers the latest in research techniques such as incorporating data derived from electro-encephalographic (EEG) brainwave studies, eye tracking and cutting-edge, proprietary findings.  Along the way, it provides interesting insights into future trends and applications, such as marketing to ageing baby boomers and how to target messages to use the changes in a mother’s brain. The author provides 9 frameworks that explain the key attributes of the consumer journey, brand essence, total consumer experience, new product effectiveness, pricing, bundling, shopper experience, and advertising effectiveness. Chapters in the second half of the book are devoted to such relevant applications as the buying brain in the supermarket aisle, social media, packaging, advertising and brands.

Each chapter is full of examples for applications, such as “neurological iconic signatures,” or the brain’s high points achieved while the customer is experiencing a product, and how to evoke the senses at each point. The author strikes a good balance between explaining and providing a thorough overview of neuroscience and the brain as well as applications of this knowledge to build your brand and business. It is written in a style which is suitable for both beginners and experts, with attention to distilling this science into practical applications.

The author does a fair amount of marketing his company’s services, although it is clear that the frameworks introduced are a product of his extensive experience in the industry (and used by his firm). Some marketers who are experienced in the field may find many of the subjects to contain little new information in terms of findings, but this is a good introduction for beginners as well as useful information on existing and potentially fruitful applications.

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.

The book provides much in the way of research and understanding of neuroscience and its applications in marketing. There is chapter devoted to neuromarketing measures and metrics. In addition, there are also 9 useful frameworks for understanding how to apply neuroscience to the consumer journey, brand essence, total consumer experience, new product effectiveness, pricing, bundling, shopper experience, and advertising effectiveness. It also gives useful examples in practice, such as six reasons products fail from a neuroscience standpoint.

If you want to learn more about the psychology of buying on the basis of field studies, see Why We Buy (Senteo review).
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The Buying Brain provides a thorough analysis of the field of neuroscience and neuromarketing, as well as a good, structured presentation of how to apply this data to marketing in tactical terms.

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    The Buying Brain: Secrets for Selling to the Subconscious Mind
    Dr. A.K. Pradeep, John Wiley & Sons, 2010
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