Secrets for Selling to the Subconscious Mind
By Dr. A.K. Pradeep
Wiley, $27.95, 268 pages
Why do you buy goods or services? Why don't you buy something? The answers may seem simple enough, but it's a lot more complicated, says Dr. A.K. Pradeep in his book The Buying Brain .
Dr. Pradeep is the founder and CEO of NeuroFocus, a company that brings neuroscience expertise to advertising, branding, product development and packaging and entertainment. In the book, he dives head first into neuroscience and the power of "neuromarketing." Marketers, he argues, will take the time to know the real you (a.k.a. your brain).
That's because some 95 percent of decisions are made by the subconscious mind; therefore, the argument goes, why shouldn't marketers appeal directly to our brains? And chapters such as "The Boomer Brain is Buying," "The Female Brain is Buying," "The Mommy Brain is Buying" and "The Empathic Brain is Buying" go a long way to support the claim. The Buying Brain is for anyone interested in selling to the secrets of the subconscious.
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