Dissecting the Buying Brain

Dr. A.K. Pradeep, Author of The Buying Brain:
Secrets for Selling to the Subconscious Mind

Each year a trillion dollars is spent on communicating to and persuading the human brain, yet few understand how the brain really works—what’s attractive to it, how it decides what it likes and doesn’t like, and how it chooses to buy or not buy the infinite variety of products and services presented to it every day.

Neuromarketing research is revealing a myriad of fascinating insights that help improve the effectiveness of every aspect of clients’ brands, products, packaging, in-store marketing, advertising, and entertainment content.

Among the five senses, vision is the most pronounced and the brain will discount information that is not in concert with the visual stimuli it receives. The sense of smell is quite powerful too, as it is the most direct route to emotions and memory storage. Being linked with a pleasant, iconic smell can significantly improve a product’s success in the marketplace.

Brains are also quite empathic and it is a neural “monkey see; monkey do” mechanism that can help companies around the world create and market products and services that consumers will find naturally compelling.

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