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In a room sat a theoretical physicist, an engineer, a mathematician, a biochemist, and a neuropsychologist. Their task? To evaluate the effectiveness of a marketing campaign for a grooming product that retails for less than $15.00.The Brain Sell, praised as the new Hidden Persuaders, is the inside story of how our rapidly evolving understanding of the brain plays into the advertising, marketing, and retailing industry. With the emergence of Big Data mining, the "persuasion industry" is more prominent than ever. David Lewis, PhD, internationally renowned researcher, brings science to shopping-mapping the brain and the body to explore the sensitivities in our minds and discover how we select and buy. Gone are the days of traditional salesmanship-in the United Kingdom and United States alone, $313 billion is spent annually on subliminal messaging and measuring consumers' subconscious reactions to the color of a child's toy, the smell of a store's interior, or the font of the smallest letter on a soup can. Lewis repeatedly surprises with secrets from the advertising and marketing industries, revealing the scientific strategies used to evaluate and manipulate consumer response. An enlightening read for marketers and advertisers and an urgently important one for anyone who considers themselves a "smart shopper." The Brain Sell shows that even after the product is on the shelf and the commercial is over, the sales pitch goes on.David Lewis, PhD, a neuropsychologist, is founder and director at the independent research consultancy Mindlab International based at the University of Sussex. Additionally, he is a psychologist, an international lecturer, and acclaimed author, most recently of Impulse (Harvard University Press). Dubbed the "father of neuromarketing" for his pioneering studies of analyzing brain activity for research and commercial purposes, he currently specializes in noninvasive techniques for measuring human responses under real life conditions.
Based on 14 years of research involving nearly 50,000 managerial respondents and on the authors' extensive experience in international business, this book uses humor, cartoons, and numerous business examples to show managers how to reconcile cultural differences in the workplace.
"It seemed like a good idea at the time" has been the limp excuse of many a person whose actions later became cause for regret. Although we see ourselves as rational beings, we are far more likely to act according to impulse than logic. Nor is this always a bad thing, David Lewis suggests. "Impulse "explores all the mystifying things people do despite knowing better, from blurting out indiscretions to falling for totally incompatible romantic partners. Informed by the latest research in neuropsychology, this eye-opening account explains why snap decisions so often govern--and occasionally enrich--our lives. Lewis investigates two kinds of thinking that occur in the brain: one slow and reflective, the other fast but prone to error. In ways we cannot control, our mental tracks switch from the first type to the second, resulting in impulsive actions. This happens in that instant when the eyes of lovers meet, when the hand reaches for a must-have product that the pocketbook cant afford, when "I really shouldnt" have another drink becomes "Oh why not?" In these moments, our rational awareness takes a back seat. While we inevitably lose self-control on occasion, Lewis says, this can also be desirable, leading to experiences we cherish but would certainly miss if we were always logical. Less about the ideal reasoning we fail to use than the flawed reasoning we manage to get by with, "Impulse" proves there is more to a healthy mental life than being as coolly calculating as possible.
Short selections from the prominent writers of this movement.
A woman in danger flees for safety. But will the Amish community where she chooses to hide keep her safe?
New consumers are revolutionizing the world of business, our culture norms and our social expectations. No longer confined by gender, age, ethnicity or income, new consumers are breaking down barriers, shattering stereotypes and redefining the marketplace and the very meaning of consumerism. From traditional to online retailing, from tracking "coolhunters" to exploring "tastespace," The Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy by David Lewis and Darren Bridger unearths the essence of new consumer behavior, explores the drive for authenticity over commodity and goes far beyond the simple concepts of how and what to answer the most important question of all - why? In an affluent world saturated with affordable products there are three new scarcities - time, attention and trust. Over the past decade, Lewis and Bridger have been at the forefront of researching these new consumers and, here, they report their observations. For companies large and small, no matter what their service or product, The Soul of the New Consumer provides the first profile of the independent, involved and well-informed new consumer who is challenging the way marketing, selling and business are done.
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