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The Buying Brain: Secrets for Selling to the Subconscious Mind

Book Description

If You Understand Brain Basics, You'll Sell More

As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.

The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to

  • Brain-friendly product concepts, design, prototypes, and formulation

  • Highly effective packaging, pricing, advertising, and in-store marketing

  • Building stronger brands that attract deeper consumer loyalty

A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier – the human brain.

Table of Contents

  1. Copyright
  2. Foreword
  3. Acknowledgments
  4. 1. Introducing the Buying Brain
    1. 1. $1 Trillion to Persuade the Brain
    2. 2. Neuromarketing Technology
      1. 2.1. Cortical Geography
      2. 2.2. Market Research Challenges and Opportunities
        1. 2.2.1. Sample Size
        2. 2.2.2. Alphabet Soup, with a Side of Biometrics
        3. 2.2.3. EEG
        4. 2.2.4. fMRI
        5. 2.2.5. Biometrics
    3. 3. Your Customer's Brain Is 100,000 Years Old
      1. 3.1. Caveman in a Wired World
        1. 3.1.1. Day One
        2. 3.1.2. Same Brain, Different Day
      2. 3.2. Cavewoman in a Car Pool
        1. 3.2.1. Day One
        2. 3.2.2. Same Brain, Different Day
      3. 3.3. The Primal Brain in the Modern World
      4. 3.4. The Neutral Brain
      5. 3.5. Back from the Brink
    4. 4. The Brain 101
      1. 4.1. Brain Cells
      2. 4.2. How Neurons Gather into Functional Areas of the Brain
        1. 4.2.1. Birth of Neurons
        2. 4.2.2. Every Neuron Has a Target
      3. 4.3. Parts of the Brain
      4. 4.4. Language
        1. 4.4.1. Sections of the Brain Work Together Like a Highly Coordinated Team
        2. 4.4.2. Each Section Interacts with the Next
    5. 5. The Five Senses and the Buying Brain
      1. 5.1. Defining Consciousness
        1. 5.1.1. Defining Consciousness
      2. 5.2. Vision
        1. 5.2.1. Bipedal Luxury
      3. 5.3. Predator Me
      4. 5.4. Mirror, Mirror
        1. 5.4.1. Vision in the Marketplace
      5. 5.5. Smell
        1. 5.5.1. How Smell Works
        2. 5.5.2. The Secret to Scent Memories
        3. 5.5.3. Deploying Scent in the Marketplace
        4. 5.5.4. Olfactory Brand Marketing
        5. 5.5.5. Olfactory Product Marketing
      6. 5.6. Sexual Noses
        1. 5.6.1. Olfactory Environment Marketing
      7. 5.7. Proust's Madeleine
      8. 5.8. Taste
        1. 5.8.1. Taste and Smell
        2. 5.8.2. Desires
        3. 5.8.3. Taste in the Marketplace
      9. 5.9. Hearing
      10. 5.10. Touch
        1. 5.10.1. Our Largest Sensory Organ
        2. 5.10.2. Touch in the Marketplace
    6. 6. The Boomer Brain Is Buying
      1. 6.1. Attention
      2. 6.2. New Learnings
      3. 6.3. The Big (Older, Happier) Picture
        1. 6.3.1. Emotional Resilience
        2. 6.3.2. Broader Attention Spans
        3. 6.3.3. TOTs
        4. 6.3.4. Familiarity Breeds ... Belief
      4. 6.4. The Boomer Brain: Aging Power to the Nth Degree
    7. 7. The Female Brain Is Buying
      1. 7.1. Learning about the Female Brain
      2. 7.2. Case Study: The Battle in the Beauty Aisle
      3. 7.3. Meet the Female Buying Brain
      4. 7.4. Anatomy of the Female Brain
      5. 7.5. 147.8 Million
      6. 7.6. The Female Brain in Action
      7. 7.7. Best Practices for Appealing to the Female Brain
    8. 8. The Mommy Brain Is Buying
      1. 8.1. Neuromarketing and Baby Care Products
      2. 8.2. Building a Mommy Brain
      3. 8.3. Spending Power of Moms
      4. 8.4. Average Stats for New Moms
      5. 8.5. Brain Changes Begin in Pregnancy
      6. 8.6. New Mommies Are Made—and "Born"
      7. 8.7. Benefits of a Mommy Brain
      8. 8.8. Mom and Baby as One
      9. 8.9. Birth of a Mommy
      10. 8.10. The Super Senses of a Mommy Brain
      11. 8.11. The Grandmother Hypothesis
    9. 9. The Empathic Brain Is Buying
      1. 9.1. Human See, Human Do
      2. 9.2. Mirror Neurons and Motor Vehicles
      3. 9.3. Mirror, Mirror, in My Mind
  5. 2. Engaging the Buying Brain
    1. 10. Neuromarketing Measures and Metrics
      1. 10.1. Attention
      2. 10.2. Emotional Engagement
      3. 10.3. Memory
      4. 10.4. Purchase Intent/Persuasion
      5. 10.5. Novelty
      6. 10.6. Awareness/Understanding/Comprehension
      7. 10.7. Effectiveness
      8. 10.8. Deep Subconscious Response Methodology
      9. 10.9. Putting It All Together
    2. 11. The Consumer Journey
      1. 11.1. A Framework of Frameworks
      2. 11.2. The Consumer Journey Framework
    3. 12. The Buying Brain and Brands
      1. 12.1. The Complications
      2. 12.2. The Brand Essence Framework—A Foundation for Neurobranding
      3. 12.3. Apple
      4. 12.4. Context for a Brand
    4. 13. The Buying Brain and Products
      1. 13.1. The Problem: The Product Inside the Brain
      2. 13.2. Capturing the Total Consumer Experience
      3. 13.3. Total Consumer Experience Framework
        1. 13.3.1. Of Spoons, Signatures, and Synapses
        2. 13.3.2. Neurological Iconic Signatures
      4. 13.4. New Product Launches—Innovation
      5. 13.5. New Product Effectiveness Framework
      6. 13.6. Making Change? Ask the Brain
      7. 13.7. Pricing Framework
      8. 13.8. The Bundling Framework
    5. 14. The Buying Brain and Packaging
      1. 14.1. Your Brain Is a Hunter
        1. 14.1.1. The Subconscious
      2. 14.2. Packaging Effectiveness Framework
      3. 14.3. Olive Orchard Options
        1. 14.3.1. Baseline
        2. 14.3.2. Brand/Product Presentation
        3. 14.3.3. Message Resonance
        4. 14.3.4. "Map" versus "Orchard"
          1. 14.3.4.1. Brand Attributes
          2. 14.3.4.2. Competitive Products Comparison
          3. 14.3.4.3. Why Use Neurological Testing for Packaging?
    6. 15. The Buying Brain in the Aisle
      1. 15.1. Are You Experienced?
        1. 15.1.1. Are You Experienced?
      2. 15.2. Shopper Experience Framework
        1. 15.2.1. Sorting Through the Stimuli
        2. 15.2.2. Subconscious Signals
        3. 15.2.3. Marketing Magnets
      3. 15.3. Coming Soon to a Supermarket Near You: Neurological Iconic Signatures
      4. 15.4. The Subconscious Significance of Signage
      5. 15.5. A Sea of Orange Amid the Shelves
      6. 15.6. Hide and Seek
      7. 15.7. Video Here, There, and Everywhere
      8. 15.8. The Measured Miles: In-Store Neurological Testing
      9. 15.9. 3D Matrix
      10. 15.10. Future Shopping
    7. 16. The Buying Brain and Advertising
      1. 16.1. Advertising Effectiveness Framework
      2. 16.2. Motion, Novelty, Error, Ambiguity
        1. 16.2.1. Motion
          1. 16.2.1.1. The Clock Face
        2. 16.2.2. Novelty
          1. 16.2.2.1. The Pop-Out Phenomenon
        3. 16.2.3. Error
        4. 16.2.4. Ambiguity
      3. 16.3. Eyedrops, Awareness, and Audiences
        1. 16.3.1. The Problem: Tough Category
        2. 16.3.2. The Complication: New Message
        3. 16.3.3. The Solution: A Second-by-Second Deep Dive
      4. 16.4. Neurological Neighborhoods
        1. 16.4.1. Neurological Nitty-Gritty
      5. 16.5. Out of Sync, Out of Sales?
      6. 16.6. Print Advertising—Learnings Using the Framework
    8. 17. The Buying Brain, Screens, and Social Media
      1. 17.1. The Convergence Conundrum
      2. 17.2. Faces Are Fundamental
      3. 17.3. Action, Banners, and Women
      4. 17.4. Social Media
        1. 17.4.1. Social Operating System
        2. 17.4.2. Faces Come First
        3. 17.4.3. Fit through the Filters
        4. 17.4.4. Attract Attention ASAP
        5. 17.4.5. Simplify
        6. 17.4.6. Sustain
        7. 17.4.7. Tempt with Triggers
        8. 17.4.8. Leverage Three-Screen Learnings
    9. 18. Vision of the Future
      1. 18.1. Recap
      2. 18.2. Perfect Storm
      3. 18.3. The $1 Trillion Bargain
    10. Notes and Sources
      1. 18.4. Chapter 1
      2. 18.5. Chapter 2
      3. 18.6. Chapter 3
      4. 18.7. Chapter 4
      5. 18.8. Chapter 5
      6. 18.9. Chapter 6
      7. 18.10. Chapter 7
      8. 18.11. Chapter 8
      9. 18.12. Chapter 9
      10. 18.13. Chapter 10
      11. 18.14. Chapter 11
      12. 18.15. Chapter 12
      13. 18.16. Chapter 13
      14. 18.17. Chapter 14
      15. 18.18. Chapter 15
      16. 18.19. Chapter 16
      17. 18.20. Chapter 17
      18. 18.21. Chapter 18