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The Brain Sell by David Lewis

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12Let the Buyer Be Aware

It’s caveat emptor on aisle three. Consumers must realize that, as a group, they are easily manipulated, and companies are counting on that.

Donald MacGregor1

When in lectures and talks I describe the power and technology behind the brain sell, audience reactions fall into one of two main categories. Some people express fascination with and great excitement about the future direction of advertising, marketing, and retailing. They emphasize ways in which our growing knowledge of the buying brain will open the way to ever richer, more personally specific, and enjoyable consumer experiences—and, of course, to ever more effective, and profitable, ways in which advertisers, marketers, and retailers will be able to influence ...

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