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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Hardcover – November 22, 2011


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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing + Buyology: Truth and Lies About Why We Buy + Influence: The Psychology of Persuasion, Revised Edition
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Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (November 22, 2011)
  • Language: English
  • ISBN-10: 1118113365
  • ISBN-13: 978-1118113363
  • Product Dimensions: 9.1 x 6.4 x 1.1 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (51 customer reviews)
  • Amazon Best Sellers Rank: #42,945 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. If you want to get ahead of your competition, it's time to stop selling to just 5 percent of your customer's brain! Through the wonders of modern neuroscience, tools now exist that can help explain the brain's cognitive processes. When you understand how your customers' brains work, you can appeal to the powerful subconscious—and get better results for less money.

Brainfluence explains how to apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. Neuromarketing studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways, Brainfluence contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.

Neuromarketing can benefit your organization—whether a business or a nonprofit—in measurable ways. Get easy-to-implement, detailed tactics that are proven to boost sales, including:

  • Ease the very real pain of high prices through bundling, using decoys, and anchoring your prices effectively

  • Use images of money to stimulate a consumer to make a selfish purchase, like a sports car (but avoid these tactics when encouraging the purchase of a gift)

  • Win loyalty with rewards and quality contact time with the customer

  • Keep your brand associations consistent (and consistently good!) and become the more familiar brand

  • Build sensory features into your products, services, and marketing to appeal directly to the emotions and stored memories of your customers

  • And much more!

Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts. Your customer's subconscious mind is a vast potential resource—this book explains how to tap it.

From the Back Cover

"You can never be too enchanting, so read this book to learn even more ways to change people's hearts, minds, and actions. It's always good to have some science behind your tactics."
Guy Kawasaki, author of Enchantment and former chief evangelist of Apple

"Roger's writing is practical and very insightful. His book delivers on its promise: smart ideas supported by science that can help you make more money. A great and profitable read!"
Christophe Morin, coauthor of Neuromarketing and CEO, SalesBrain

"Using the most modern neuroscience research out there, Roger Dooley's insightful new book, Brainfluence, will serve as a how-to guide for driving a successful business past its competition."
Martin Lindstrom, author of Brandwashed

"For years I've turned to Roger Dooley to keep up with the cutting edge of neuromarketing. Now with Brainfluence, Roger gives smart businesspeoplea one-stop unfair advantage. This book is a must-read."
Brian Clark, CEO, Copyblogger Media


More About the Author

Roger Dooley is a marketing speaker and author of the blog Neuromarketing as well as the upcoming book Brainfluence (Wiley, November 2011). He is the founder of Dooley Direct, a neuromarketing and digital marketing consultancy, and co-founded College Confidential, the leading college-bound website. He spent years in direct marketing as the cofounder of a successful catalog firm and also served as director of corporate planning for a Fortune 1000 company. Dooley has an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee.

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Customer Reviews

4.5 out of 5 stars
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See all 51 customer reviews
This is the best book on the subject I have read.
A. Presotto
It's an easy, quick, enjoyable read, and you'll get ideas you can use.
J. Brooks
Great to combine this with Robert Caldini's book on Influence.
James N Smith

Most Helpful Customer Reviews

25 of 28 people found the following review helpful By Peter Meyers on December 20, 2011
Format: Hardcover
As a psychologist and marketer, I've been a long-time fan of Roger's blog and was excited to see him finally write a book. Brainfluence strikes a great (and rare) balance between being research-based and academic while still being clear and actionable. The market seems to be flooded with one or the other - academics who can't communicate, or marketers who only have opinions with nothing to back them up.

I've read many of the classics, like Cialdini's "Influence", so I was pleasantly surprised to find not only new data in Brainfluence, but new ways of looking at that data. The "100 Ways" approach made for a great collection of real-world examples and I definitely walked away with some ideas for my existing clients.
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16 of 18 people found the following review helpful By J. Brooks on December 31, 2011
Format: Hardcover Verified Purchase
I'm a fundraiser, not a commercial marketer, but I've found this book to be indispensable. If you're a fundraiser, and you prefer to base your fundraising on facts and science (as opposed to your own hunches and superstition), this is the book for you. It focuses on practical marketing takeaways from neurological research. There are 100 short chapters, each with a neuroscience finding and how it might be used in marketing.

I came away from this book with more than a hundred ideas I can test or just put to work in fundraising. If even a small percentage of these ideas improve results, my clients stand to make the price of the book hundreds of times over in the coming months.

Like any science, neuroscience research is extremely technical; the findings are hard for us non-scientists to understand, much less put to work. Brainfluence bridges the chasm between the research and the marketplace. It's an easy, quick, enjoyable read, and you'll get ideas you can use.
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16 of 18 people found the following review helpful By Ricardo Bueno on December 7, 2011
Format: Kindle Edition Verified Purchase
The great thing about the web is that you can find answers to almost anything online. The problem is there's a lot of mis-information out there. Theoretical advice over what works and what doesn't and a lot of it isn't backed by much proof. Some would be expert tells you, "don't do that, it doesn't sound like a good idea." Here's the thing though, I want to know why. Why isn't it a good idea? What do you recommend? And why?

What I love about "Brainfluence" is that it answers the "why." It's a solid book, full of great insight that can be applied to various areas of your business. What's more is it's backed by research. And that's what I love about this book. It's like having my own personal business coach giving me sound advice, backed by research, over the various aspect of my business from pricing strategy to building trust with customers and potential customers. Definitely worth a read!
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10 of 11 people found the following review helpful By Daniel Hsu on February 13, 2013
Format: Hardcover Verified Purchase
I feel like I'm reading Predictably Irrational all over again, but less elegantly written. I'm early in the book so far, but eight chapters in and the author is citing the same exact info from Dan Ariely's book. I'm hoping more original info pops up soon.
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4 of 4 people found the following review helpful By John557 on April 11, 2013
Format: Hardcover Verified Purchase
I was recommended this book by a colleague and I am glad I made the purchase. This book has some great advice in easy to follow and concise chapters. It is also broken up into sections by topic. The section on copywriting was excellent. This is a great book if you are looking to be more persuasive in your marketing efforts.
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4 of 4 people found the following review helpful By Amazon Customer on May 4, 2012
Format: Kindle Edition Verified Purchase
"Absolutely brilliant! A great companion for Robert Caldini's Book Influence. Absolutely full to the gunnels with researched, practical examples and ways you can strengthen your influencing skills. Written in an easy style. I have read 50 Chapters on my Kindle Cloud Reader, couldn't put it down and will buy the hard copy version as well as consider this essential reading for an Copywriter, Strategic Marketer, Sales People, Retailers. A must have on your book shelf. Frankly the ideas are worth thousands of dollars. This book is like finding the map to the lost treasure. Follow and apply the ideas and your cash flow will surge. Highly Recommended"
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6 of 7 people found the following review helpful By Vincent Bataoel on November 24, 2012
Format: Hardcover Verified Purchase
For me, a five star book blows my mind; a four star book opens up new avenues of thought; and a three star book is fine. This book repeats much of what is to be found in other neuromarketing books like The Buying Brain. There is nothing here that is new under the sun. I bought this book to deepen my knowledge of neuromarketing, but it did not help in that regard.
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3 of 3 people found the following review helpful By Lee Troxler on October 29, 2013
Format: Hardcover
I picked up Roger Dooley’s Brainfluence after hearing him captivate a social media conference with stories of how we humans really tick. Bang, bang, bang his stories and examples came. So getting the book was just good sense. Reading it cover to cover on the flight home was better sense. I counted 37 dog-eared stories to definitely revisit when trying to meet the consumer where she's really standing…

Dooley dished up insights large and small, but all money:

• When to use a dollar sign in your pricing, when not to
• The real reason smart marketers don’t use round pricing
• The phenomenon of ‘blindsight’ and how to use it socially
• Best way to use babies and babes in ads (a shock of ads miss on this)
• Which ear to speak into when hoping for a decision (surprised me!)
• Warm liquids or cold in a business meeting? (fascinating research)
• Why simple products require complex sells and visa-versa

Dooley’s final story shows why we should forget the old Turing Test – that’s provocative advice, or, is it? For Dooley also shares how people are now registering the same 'emotional' connections with their computers as they do with fellow humans!!

Only regret: Dooley didn't dig deep on any of his great insights. That was his plan. But maybe next book?!
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