The buying brain : secrets for selling to the subconscious mind

269 Pages·2010·7.29 MB·English

by  A K Pradeep

PRADEEP $27.95 USA/$33.95 CAN
( continued from front flap )
Praise for
Neuroscience is taking marketing to a new
THE BUYING BRAIN
If you understand brain basics,
level, pointing to a future where companies that
you’ll sell more
properly neuromarket will reach and serve their “D r. Pradeep makes the case for the potential of the dynamic new field of neuro-
T
customers more effectively than companies marketing as a multifaceted marketing tool, and he does so with the combination N
ew discoveries in neuroscience are
H
that don’t. Bring your marketing strategy and of passion, intellect, and insight for which he is renowned. A must-read for any
revolutionizing twenty-fi rst-century life,
marketing practitioner seeking to advance the field.”
practice into the age of neuroscience with The E and marketing is no exception. These
Buying Brain, and start putting this powerful —David Poltrack, Chief Research Offi cer, CBS Corporation insights into the human brain promise to reshape

body of knowledge to work for you today. B the way companies, brands, and products get
“ Neuroscience has come out of the lab and the clinic, and is now changing how
noticed, get liked, and get bought. So how do you
marketers communicate with their customers. Using principles of neuroscience U
and marketing strategy, Dr. Pradeep brings the new fi eld of neuromarketing alive put these groundbreaking fi ndings into practice
for businesses of all categories.” Y at your company and gain the advantage over
Secrets for Selling to the your competitors?
DR. A. K. PRADEEP —Rajiv Lal, Stanley Roth Sr. Professor of Retailing, Harvard University I
N
is the world’s leading
Subconscious Mind The Buying Brain gives you a one-stop
neuromarketing researcher, G
playbook for understanding and applying the
pioneering the application of Understand brain basics and sell more!
latest research using fi ndings from sophisticated
neuroscience in marketing, B
As much as 95% of our decisions are made by the subconscious mind. As a neuromarketing techniques. Covering everything
advertising, and messaging.
result, the world’s largest and most sophisticated companies are applying the R from product development to packaging to point-
He received the Advertising latest advances in neuroscience to create brands, products, package designs,
of-sale marketing, this is the only guide you
Research Foundation’s “Great Mind” Innovation marketing campaigns, store environments, and much more, in order to appeal A
need to access today’s newest business frontier:
directly and powerfully to our brains.
Award in 2009. He is the founder and CEO
I the human brain.
of NeuroFocus, Inc., and works with many of N
The Buying Brain offers an in-depth exploration of how cutting-edge neurosci-
the world’s leading companies, including CBS, ence affects how we make, buy, sell, and enjoy everything, as well as how this Incorporating data derived from electro-
Microsoft, Google, PayPal, Citibank, BlueCross new knowledge can enhance customers’ overall lives. The Buying Brain gives
encephalographic (EEG) brainwave studies, eye
BlueShield, Scottrade, and more. Dr. Pradeep you the key to: SS
ue tracking, and cutting-edge, proprietary fi ndings,
bc
holds many U.S. and international patents and has cr The Buying Brain enables you to:
• Brain-friendly product concepts, design, prototypes, and formulations oe
been published in numerous scientifi c journals. nts • Understand and employ neuromarketing
• Highly effective packaging, pricing, advertising, and in-store marketing s f
co techniques, terms, and technologies to
• Building stronger brands that attract deeper consumer loyalty ior
uS build your brand and your business
se
• And more Mll • Reach consumers’ minds at the
i
Jacket Design: Oksana Teicholz A highly readable guide to some of today’s most amazing scientifi c inng preconscious, precognitive level, where
Author Photograph: José Sepulveda d t responses are unbiased and unfi ltered
fi ndings, The Buying Brain is your guide to the ultimate business frontier— o
the human brain. th D . A. K. PRADEEP • Engage the unique aspects of male and
e R female brains

• Effectively advertise and promote products
Founder & CEO, NeuroFocus, Inc.
at all points in the consumer journey
• And much more
( continued on back flap )
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ind JWBT296-Pradeep June22,2010 7:24 PrinterName:CourierWestford,Westford,MA
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THE BUYING
BRAIN
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fm JWBT296-Pradeep June15,2010 8:27 PrinterName:CourierWestford,Westford,MA
THE BUYING
BRAIN
Secrets for Selling to the
Subconscious Mind
Dr. A.K. PRADEEP
John Wiley & Sons, Inc.
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Copyright(cid:1)C 2010byDr.A.K.Pradeep.Allrightsreserved.
PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.
PublishedsimultaneouslyinCanada.
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LibraryofCongressCataloging-in-PublicationData:
Pradeep,A.K.,1963–
Thebuyingbrain:secretsforsellingtothesubconsciousmind/Dr.A.K.Pradeep.
p.cm.
Includesindex.
ISBN978-0-470-60177-8(cloth)
ISBN978-0-470-64684-7(ebk)
ISBN978-0-470-64678-6(ebk)
ISBN978-0-470-64661-8(ebk)
1.Neuromarketing. 2.Consumerbehavior. 3.Shopping–Psychologicalaspects.
4.Marketing–Psychologicalaspects. I.Title.
HF5415.12615.P732010
658.8(cid:2)342–dc22
2010003830
PrintedintheUnitedStatesofAmerica.
10 9 8 7 6 5 4 3 2 1
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For my dear children, Alexis, Shane, and Devin,
whose intelligence and laughter light up my life.
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fm JWBT296-Pradeep June15,2010 8:27 PrinterName:CourierWestford,Westford,MA
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Contents
Foreword ix
Acknowledgments xi
Part 1
Introducing 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
vii
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viii Contents
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