The Buying Brain: Secrets for Selling to the Subconscious Mind

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).