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.
Science has made the leap from the lab to come to a store near you and the effects on us are phenomenal. Corporations in hyper-competition are now using the new mind sciences to analyze how and when we shop, and the hidden triggers that persuade us to consume. From bargains in the Big Apple to the bustling bazaars of Istanbul, from in-store to interactive and online to mobile, neuromarketing pioneer Dr. David Lewis goes behind the scenes of the persuasion industry to reveal the powerful tools and techniques, technologies and psychologies seeking to stimulate us all to buy more often without us consciously realizing it.
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.
From Bestselling Authors David & Beverly Lewis: Flight instructor Jack Livingston has been raising his eight-year-old adopted niece, Natalie, since the accident that took her parents' lives. When he travels, Natalie is tenderly cared for by her Amish nanny, Laura Mast, who loves the little girl as her own. Eight excruciating years ago, Kelly Maines's baby was kidnapped. Determined to find her child, Kelly has tirelessly pursued every lead to its bitter end. And now, with the clock ticking, one last clue from a private investigator ignites a tiny flame of hope: Just a few miles away lives a young girl who matches the profile. Can this be, at long last, Kelly's beloved daughter?
Back Cover: "WHAT IF HER CHILDHOOD WASN'T THE WAY SHE REMEMBERED IT? Growing up in Palmer Lake, Colorado, Jessica Lehman and Andy McCormick were practically inseparable. But when tragedy struck, their childhood friendship was torn apart. Now, more than a decade later, Jessie's search for the truth about her family has brought the two again. With Andy's support, Jessie must summon the courage to face the specter that has haunted her dreams and tormented her waking hours. Yet she fears what her quest might uncover. Andy, however, fears something far different. As his feelings for Jessie begin to grow beyond friendship, how will he ever manage to protect her--not from her past... but from her future?"
"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?
Back Cover: "VERY EARLY IN LIFE, Stephen Whitaker had determined he was never going to be like his dad, a loser in every way, as far as Stephen could tell. From then on, his goal was to distance himself from those early years in Aberdeen, South Dakota. And his efforts were paying off--top grades in high school, an ivy-league university, a great job offer with a New York law firm after he graduated... and he had an engagement ring in his pocket and the proposal all worked out for lovely, talented Alice.... Losing Alice was the event that changed everything for Stephen. Back in Aberdeen, he attempted to pick up the pieces of his life. He married best friend Donna, and they had a precocious daughter with whom Stephen immediately bonded. He went into business with his high school buddy, and it looked like he had things back in hand. The gradual downward spiral began so slowly that Stephen wasn't paying attention as his life started to spin out of control. And then it was too late.... Or was it?An Unexpected--and Undeserved--Crossroads. Which Route Will Stephen Choose?"
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.
The New Consumer's Revolution: * Why buzz beats hype * Why cheap is chic * Why brands must be authentic * Why segmentation is dead * Why advertising must reinvent itself * Why New Consumers loathe 'doing the shopping' * Why individuals' Tastespace will triumph in the marketplace New Consumers are revolutionizing the world of business, our culture and social expectations. No longer confined by gender, age, ethnicity or income, they are breaking down barriers, shattering stereotypes and redefining the very meaning of consumerism and the marketplace. From traditional to online retailing, from tracking coolhunters to exploring tastepace, The Soul of the New Consumer unearths the very essence of New Consumer's behavior - their drive for authenticity - and goes far beyond the simple concepts of how we shop or what we buy to answer the most important question of all: why. Every facet of the new economy, from buzz marketing and new retailing technologies to internet shopping, has dramatically altered not only how we buy but what we buy and why. In an era of 'cheap is chic', wealthy shoppers haggle to win even the smallest discounts ; gray consumers buy more rap and techno music than anyone else and are the fastest growing group of internet users ; and the Web and the power of micro-marketing have revolutionized forever the means of wooing new customers. New Consumers are taking over the world and redefining the very meaning of consumerism and the marketplace. As likely to be affluent over-fifties as ambitious under-thirties, New Consumers defy traditional marketing concepts and segmentation by age, gender or income. In pursuit of the authentic experience, New Consumers come together in their defining drive for all things 'real', in everything from food to fashion, foreign holidays to furniture, technology to spirituality. Their attention and interest have shifted from commodity to authenticity. In an affluent world now saturated with affordable products there are three new scarcities - time, attention and trust. This major book shows how these can be won by 'giving the soul control' rather than putting customers on the 'customer is king' pedestal. Over the past decade, Lewis and Bridger have been at the forefront of researching the New Consumers - studying their lifestyles, observing behavior and watching the steady rise in their numbers, influence and economic power. Here, for the first time and with example from Starbucks to Dyson, they report the results of their work, including Amex's use of computer technology to create intimate protraits of individuals - what the author's call 'tastepace'.
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