252 pages | Publisher: Wiley (August 9, 2010) | English | ISBN-10: 0470601779 | PDF
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.
Five Secrets of the Shopping Brain
Amazon-exclusive content from author A. K. Pradeep
Your brain -- and your customers’ – is 100,000 years old. Its basic skills and functions are the same ones it developed to survive on the plains of Africa so many millennia ago. As such, the “modern” brain is occasionally at odds with 21st century life.
As it navigates through that life, your brain is like an iceberg. Most of its decisions occur below the water line. Your conscious mind contributes to making only about 5% of your decisions. The subconscious mind makes the other 95%.
For most of our evolution, gathering food and fuel have been primary objectives. That’s partly why shopping is, at its heart, a primal activity. Here are some examples of how the subconscious mind functions when shopping.
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