Customer Reviews

The Buying Brain: Secrets for Selling to the Subconscious Mind

5 star:		(17)
4 star:		(2)
3 star:		(2)
2 star:		(3)
1 star:		(0)

 

 

I thought that I would get a much better lesson in neuromarketing then what I had already discovered in "Buyology". What I got were my graphic design classes presented back to me, with a few added words. There was really nothing new uncovered/discovered in this book that most seasoned marketers haven't known for decades (watch Bewitched!). However, if this book was simply validation of that stuff, then it did its part. I was very disappointed that this book didn't go where no other book on the subject had gone before. Coming from Pradeep (the self-proclaimed neuro-guru) it could have been his "Competitive Strategy". It is certainly not that at all, it is another everyone-can-be-a-marketer-even-neuroscientists book. I am sure there will be many that find this book interesting, fascinating even, (based on some of the other reviews), but trust me, you already know more than what you'll ever learn in this book. By the way Pradeep, you need to explore your pages 178-180 deeper, this is the rabbit hole!

I have been following the emerging field of neuromarketing for a little while now, mostly through the great neuromarketing blog by Roger Dooley. I've struggled finding good books on neuromarketing, however. I picked up Buyology by Martin Lindstrom earlier this year but like others was disappointed. Most of his observations are common sense and I did not find that he offered anything new to the field.

Dr. Pradeep's book The Buying Brain, on the other hand, did. I found great new insights backed by neuroscience on topics such as the "Boomer brain" and the "Female brain" among others. The thing that I thought that was unique about this book is that it didn't just present neuroscience facts, rather Dr. Pradeep took an extra step and translated these known facts into concrete marketing practices. This is just the kind of book that I was looking for and I hope that others like it will follow. These kinds of pioneering books demonstrate to the world that neuromarketing is not just some cute fad but a legitimate (and improved!) form of market research that is here to stay.

I was looking forward to reading this book. After all, Neurofocus is getting some traction with big corporations alongside a handful of other companies. Neurofocus is backed up by Nielsen and big names in the field of neuroscience- that helps. However, given this background, one would have expected a richer book. There's hardly anything new in this book as it relates to the brain or neuromarketing, instead the author relentlessly positions Neurofocus' approach as the best there is, as if other approaches were wrong. yes EEGs offer insight into how the brain responds to stimuli but the book offer zero validation that these responses are linked to changes in the market (sorry, but when he says "sales are up", well i can do nothing else but believe him). Brain responses and physical states which people are trying to link to psychological states- Neurofocus seems to take the shortcut of "because it lights up it means that..."- the example of the plastic spoon seems far fetched. If it were true, people wouldn't be using silver spoons and it only demonstrates that there may be a difference between how the brain reacts and what people do. Neurofocus certainly worked hard on developing approaches to replace "old methods" and the author proposes metrics in all fields from packaging to brand essence. Again, we can do nothing but read and believe, and i am sure companies like emsense have different ones, claiming the same power. If EEgs were that powerful to understand the mind of the consumer, i am sure Fmris wouldn't be so prominent in brain research. Somehow the author was trying hard to discredit everything else.

I was intrigued to read about this combination of neuroscience and marketing. Too often the sciences, the arts, business etc. become mutually exclusive and do not collaborate their findings. With neuromarketing, the most scientific advances are married with the best practices of consulting and marketing and are able to produce a much more effective alternative to traditional research. The Buying Brain went into great depth about how the two fields relate and how they work together to produce practical and actionable advice for companies. I look forward to more interactions between different fields in the future.

As a new mommy, I was riveted by the book's insight on how the mommy brain changes after giving birth. My brain made new neural connections after I had my baby? Who knew! As a marketing professional, I was shocked at how much I learned about speaking to the "female brain". I didn't expect a neuromarketing book to be a page turner but it's written so well that I found myself reading several chapters at a time. Great summer read for any mommy and for any marketing professional! Highly recommend.

Just as social media and the internet has transformed media, the new field of neuromarketing seems on track to make surveys and focus groups so "yesterday" on Madison Avenue.
Dr. A.K. Pradeep is one of the pioneers and explains how understanding the complexities of the brain goes so much farther than the old research tools in analyzing the differences in appealing to
various audiences. I found it riveting!

The Buying Brain is an engaging, interesting, and fresh book. We have been following the progress of Dr. Pradeep and NeuroFocus as they push the limits of neuromarketing for some time now and were very excited when they announced that Dr. Pradeep was writing a manual on neuromarketing. It did not disappoint. Filled with insights and rooted in scientific evidence, The Buying Brain was thoroughly enjoyable from the start (where he details how to best serve different brains) to the end (where he provides practical frameworks and muses on where the field of neuromarketing can grow). We look forward to Dr. Pradeep's future endeavors! Thank you!

No marketer or business leader should be without this book. With more and more of the world's top companies turning to neuromarketing to make their brands, products, package designs, marketing campaigns and store environments increasingly attuned to the unique wants and needs of the human brain, it'd be foolish for any company not to provide customers with what their brains enjoy and deserve.

The Buying Brain is so much more than a marketing or business book. The ample amount of information on how our brains function is enough to make the book worth buying for anyone with a remote interest in the human mind. As the author says in the book, we've learned more about the human brain in the last decade than in all of human history (and he shares those fascinating discoveries in the book). DEFINITELY WORTH CHECKING OUT.

the book describes the halo effect as customers buying a mid-range product because of a high-range product. The halo effect is actually wrongfully perceiving one person's trait based on another trait. That and a whole lot of other things like treating hypothesis and theories to be facts when they still need to be tested out and experimented further.

Marketers everywhere are awakening to the power of truly understanding consumers' thoughts. Neuromarketing is the next revolution in marketing, and this book is from the leading expert in the field. With this book you can learn more about what guides decisions and what makes something intuitively attractive to a consumer.

The Buying Brain is your field guide to what will truly be a competitive edge in the marketing field.