- Hardcover: 304 pages
- Publisher: Wiley; 1 edition (November 22, 2011)
- Language: English
- ISBN-10: 1118113365
- ISBN-13: 978-1118113363
- Product Dimensions: 6.3 x 1.1 x 9.1 inches
- Shipping Weight: 15.2 ounces (View shipping rates and policies)
- Average Customer Review: 92 customer reviews
- Amazon Best Sellers Rank: #88,638 in Books (See Top 100 in Books)
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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Hardcover – November 22, 2011
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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 insteadtarget the rational, conscious mind. If you want to get ahead ofyour competition, it's time to stop selling to just 5 percent ofyour customer's brain! Through the wonders of modern neuroscience,tools now exist that can help explain the brain's cognitiveprocesses. When you understand how your customers' brains work, youcan appeal to the powerful subconscious—and get betterresults for less money.
Brainfluence explains how to apply neuroscience andbehavior research to better market to consumers by understandingtheir decision patterns. Neuromarketing studies the way the brainresponds to various cognitive and sensory marketing stimuli.Analysts use this to measure a consumer's preference, what acustomer reacts to, and why consumers make certain decisions. Withquick and easy takeaways, Brainfluence contains keystrategies for targeting consumers through in-person sales, onlineand print ads, and other marketing mediums.
Neuromarketing can benefit your organization—whether abusiness or a nonprofit—in measurable ways. Geteasy-to-implement, detailed tactics that are proven to boost sales,including:
Ease the very real pain of high prices through bundling, usingdecoys, and anchoring your prices effectively
Use images of money to stimulate a consumer to make a selfishpurchase, like a sports car (but avoid these tactics whenencouraging the purchase of a gift)
Win loyalty with rewards and quality contact time with thecustomer
Keep your brand associations consistent (and consistently good!)and become the more familiar brand
Build sensory features into your products, services, andmarketing to appeal directly to the emotions and stored memories ofyour customers
And much more!
Brainfluence delivers the latest insights and research,giving you an edge in your marketing, advertising, and salesefforts. Your customer's subconscious mind is a vast potentialresource—this book explains how to tap it.
From the Back Cover
"You can never be too enchanting, so read this book to learn evenmore ways to change people's hearts, minds, and actions. It'salways good to have some science behind your tactics."
— Guy Kawasaki, author of Enchantment and former chiefevangelist of Apple
"Roger's writing is practical and very insightful. His bookdelivers on its promise: smart ideas supported by science that canhelp 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, RogerDooley's insightful new book, Brainfluence, will serve as a how-toguide for driving a successful business past itscompetition."
— Martin Lindstrom, author of Brandwashed
"For years I've turned to Roger Dooley to keep up with thecutting edge of neuromarketing. Now with Brainfluence, Roger givessmart businesspeoplea one-stop unfair advantage. This book is amust-read."
— Brian Clark, CEO, Copyblogger Media
Top customer reviews
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The formula for each lesson is usually theory + anecdote. It ends off making the book seem shallow, as if it's trying to get each lesson over with. Often times, Dooley references the same examples (especially the wine example), which also makes the book feel rushed.
For all of my negative talk, some examples are actually great. The section on selling to cheap(er) people was golden. The steps were:
1. Make the price a bargain.
2. Avoid repeated pain points. (AKA don't make them pay multiple times for every little thing)
3. Create product bundles. (one easy price)
4. Appeal to important needs.
5. Offer instant gratification. (to satisfy their wants)
Overall, I think that Dooley tackles way too many things in this book, when he could've approached <50 of these ideas and really expounded on them. It's a great book though if you're completely new to marketing.
I also found out that he has a great podcast b/c he interviews the leading thinkers in the behavioral science field. It's called ‘The Brainfluence Podcast by Roger Dooley’ and it is one of the only legit behavioral psychology podcasts that I've found. There's a lot of crap out there, but this podcast has higher standards.
This is a must have for anybody in marketing or sales. Even if you're not in business, you should own this book to understand how neuroscience can be used to influence human behavior. We all sell and market something everyday: ourselves, our ideas, our projects. Wouldn't life be better if you knew what to do, how, and why? You have enough information already to make a decision, so just buy the book already!
Most recent customer reviews
I have a degree in marketing. I have always loved hearing about marketing tips that works.Read more