The Buying Brain: Secrets for Selling to the Subconscious Mind (2 page)

PRADEEP

$27.95 USA/$33.95 CAN

( c o n t i n u e d f r o m f r o n t f l a p )
Praise for

Neuroscience is taking marketing to a new

THE BUYING BRAIN

level, pointing to a future where companies that properly neuromarket will reach and serve their

“ Dr. Pradeep makes the case for the potential of the dynamic new field of neuro-THE BUYING

If you understand brain basics,

you’ll sell more

customers more effectively than companies

marketing as a multifaceted marketing tool, and he does so with the combination that don’t. Bring your marketing strategy and of passion, intellect, and insight for which he is renowned. A must-read for any practice into the age of neuroscience with
The
marketing practitioner seeking to advance the field.”

New discoveries in neuroscience are

revolutionizing twenty-fi rst-century life,

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.

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 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.”

at your company and gain the advantage over

your competitors?

—Rajiv Lal, Stanley Roth Sr. Professor of Retailing, Harvard University
DR. A. K. PRADEEP

Secrets for Selling to the

is the world’s leading

neuromarketing researcher,

pioneering the application of

Understand brain basics and sell more!

The Buying Brain
gives you a one-stop BRAIN

Subconscious Mind

playbook for understanding and applying the

latest research using fi ndings from sophisticated neuroscience in marketing,

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 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 need to access today’s newest business frontier: directly and powerfully to our brains.

Award in 2009. He is the founder and CEO

the human brain.

of NeuroFocus, Inc., and works with many of

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 Subconscious Mind

Secrets for Selling to the

encephalographic (EEG) brainwave studies, eye you the key to:

BlueShield, Scottrade, and more. Dr. Pradeep

tracking, and cutting-edge, proprietary fi ndings, holds many U.S. and international patents and has

The Buying Brain
enables you to:

• Brain-friendly product concepts, design, prototypes, and formulations been published in numerous scientifi c journals.

• Understand and employ neuromarketing

• Highly effective packaging, pricing, advertising, and in-store marketing techniques, terms, and technologies to

• Building stronger brands that attract deeper consumer loyalty build your brand and your business

• And more

• Reach consumers’ minds at the

Jacket Design: Oksana Teicholz

preconscious, precognitive level, where

A highly readable guide to some of today’s most amazing scientifi c

Author Photograph: José Sepulveda

responses are unbiased and unfi ltered

fi ndings,
The Buying Brain
is your guide to the ultimate business frontier—

• Engage the unique aspects of male and

the human brain.

female brains

DR. A. K. PRADEEP

• Effectively advertise and promote products Founder & CEO, NeuroFocus, Inc.

at all points in the consumer journey

• And much more

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THE BUYING

BRAIN

Secrets for Selling to the

Subconscious Mind

Dr. A.K. PRADEEP

John Wiley & Sons, Inc.

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Copyright C 2010 by Dr. A.K. Pradeep. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222

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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Pradeep, A. K., 1963–

The buying brain : secrets for selling to the subconscious mind / Dr. A.K. Pradeep.