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Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain Hardcover – September 30, 2007
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Top Customer Reviews
in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".
This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.
It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.
Dale Carnegie is great, but not "the latest breakthroughs in
If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.
Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.Read more ›
With hardly any scientific data or comparative theory to substantiate its claims; this book is little more than a capitalization by the authors on the newness of the term "neuromarketing". In other words - a new container to a package already well established marketing insights. Moreover, after claiming insight into the error of Descartes ways by referring to the work of Damasio; these authors continue to lay out what can best be described as the epitome of Cartesian reductionism. A philosophical perspective that social neuroscientists, depth psychologists and others, are at pains to move away from.
In contrast to what these authors would have you believe, the brain is a complex system that is part of a complex system (including mind-brain-body in relationship with others and environmental conditions). Furthermore, it is sometimes held that the decision making / control centre of the brain is actually the prefrontal cortex, which was the latest (not the oldest) part of the brain to develop. It is this part of the brain that has contact with virtually every other part of the brain - including the sensory regions and the old brain. See Wilkinson's (2006) chapter on "Brain Basics".
In my opinion this book is more a regurgitation of game theory than what it has to do with understanding anything at all about human behaviour in relation to neuroscientific research. Dreadful!
1. Appeal to emotion
2. Present information in a variety of media
3. Be brief
4. Tell stories
5. Talk from the buyer's point of view
These ideas, along with many others, are tried and true. If all the authors did was regurgitate them, this book wouldn't be much different from lots of others out there. But they provide a number of real life examples of how neuromarketing techniques were used to obtain incredible results. Their various case studies of imaginative presentations incorporating the storytelling method were extremely enlightening.
The book covers big picture communication principles and tips on details as small as leaving a voice mail message. It should stimulate your old brain, your new brain, and everything in between!
Most Recent Customer Reviews
the HeART of STORY: Connect, Engage and Influence CreativelyI think this book needs a lot more recognition than it already has. Read morePublished 4 months ago by Handyman
Loved the book and the science behind it. I have also see Patrick speak twice and the advice is very helpful.Published 6 months ago by crosslady
Good book! Interesting points. Overall a good read. The kindle version is different from print version thoughPublished 11 months ago by Cynthia
A very interesting and easy reading, the principles stated by the author on how we make choices and the simple scheme used to apply them will prove to be quite true and definitely... Read morePublished 15 months ago by Fernando Ruiz
everyone should read this book! Communication changer not only for work but everyday lifePublished 17 months ago by Robert Holdaway