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The Brain Sell: When Science Meets Shopping; How the New Mind Sciences and the Persuasion Industry Are Reading Our Thoughts, Influencing Our Emotions, and Stimulating Us to Shop

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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 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 shoppingmapping 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 salesmanshipin 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. "


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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 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 shoppingmapping 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 salesmanshipin 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. "

30 review for The Brain Sell: When Science Meets Shopping; How the New Mind Sciences and the Persuasion Industry Are Reading Our Thoughts, Influencing Our Emotions, and Stimulating Us to Shop

  1. 5 out of 5

    Tran Hiep

    David Lewis - tác giả cuốn sách - một nhà khoa học trong lĩnh vực áp dụng thần kinh học vào marketing và phân tích hành vi mua sắm. Ông viết cuốn sách với mục tiêu rất rõ ràng: đứng về phía người tiêu dùng để giúp họ nhận ra việc mua sắm của họ bị dẫn dắt, tháo túng tinh vi thế nào? Qua các chương, tác giả lần lượt giải thích các nền mống của marketing dựa trên khoa học thần kinh và những ví dụ thực tế về cách nhãn hàng, nhà bán lẻ tác động lên tâm trí. Từ font chữ, từ cách diễn đạt câu đến ánh s David Lewis - tác giả cuốn sách - một nhà khoa học trong lĩnh vực áp dụng thần kinh học vào marketing và phân tích hành vi mua sắm. Ông viết cuốn sách với mục tiêu rất rõ ràng: đứng về phía người tiêu dùng để giúp họ nhận ra việc mua sắm của họ bị dẫn dắt, tháo túng tinh vi thế nào? Qua các chương, tác giả lần lượt giải thích các nền mống của marketing dựa trên khoa học thần kinh và những ví dụ thực tế về cách nhãn hàng, nhà bán lẻ tác động lên tâm trí. Từ font chữ, từ cách diễn đạt câu đến ánh sáng, mùi hương trong khu vực sắm, từ quảng cáo thô sơ trên truyền hình đến cách thức quảng cáo qua tiềm thức (dẫn dắt bằng những điều mà ý thức ngỡ như không chú ý nhưng lại được tiềm thức thu nhận) đến hệ thống quảng cáo tình vi từ big data và cá nhân hoá. Việc mua sắm ngày càng thuận tiện hơn. Điều này giúp chúng ta giảm đi rất nhiều thời gian. Nhưng nếu không sáng suốt thì chúng ta dễ dàng mua sắm thiếu một cách quá đà, không cần thiết. Chương cuối cùng, ngoài việc đặt ra câu hỏi cho việc liệu big data và cá nhân hoá người dùng có xâm phạm quyền riêng tư của người dùng hay không. Ông cho rằng việc đưa ra luật lệ nghiêm ngặt hơn về dữ liệu là không cần thiết vì kẻ ác thì sẽ luôn tìm cách lách luật, công ty chính trực thì sẽ bị bó buộc và loại bỏ. Mình thì không đồng ý với quan điểm này. Luật lệ cần được thiết lập lại để phù hợp với xã hội mới, nó là căn cứ để khách hàng đòi quyền lợi. Đối với người tiêu dùng, ông đưa ra 5 biện pháp để tăng cường an ninh mạng cho cá nhân, và 5 biện pháp để mua sắm khôn ngoan hơn. Trong đó có một tip khá thú vị là dành vài giây tưởng tượng hình ảnh con voi mùa hồng đang bơi lội trong tô trứng màu xanh da trời trước khi quyết định mua sắm. Điều này giúp hạn chế hành vi hành động theo tiềm thức và tăng sự tập trung của ý thức. Tác giả cũng đề xuất rằng các nhãn hàng buộc mình phải thay đổi liên tục để mang đến trải nghiệm sử dụng sản phẩm, dịch vụ tốt nhất cho khách hàng vì marketing có thể làm khách hàng mua, nhưng chất lượng chính là thứ tạo nên sự trung thành với nhãn hàng. Một lần có phốt thì dễ bị tẩy chay vô cùng vì MXH đã mang đến quyền lực tối thượng cho tất cả khác hàng. Đánh giá chung: sách khá hay và thú vị. Có thể hiểu hơn về cách tâm trí chúng ta hoạt động và hạn chế những ảnh hưởng không tốt từ quảng cáo.

  2. 4 out of 5

    Aizhan Kimanova

    Эта книга рассказывает о нейромаркетинге - науке, изучающей связь мозга с покупательскими привычками и желаниями. Автор книги -Дэвид Льюис - раскрывает секреты, как маркетологи используют нейробиологию в своих интересах. Прочитав книгу, я стала более трезво смотреть на шоппинг, будь это покупка новой одежды или еженедельная покупка продуктов питания. Реклама, реклама и еще раз реклама. Она проникает в мозг потребителя, даже если мы, как нам кажется, игнорируем постеры, билборды как в оффлайн, так Эта книга рассказывает о нейромаркетинге - науке, изучающей связь мозга с покупательскими привычками и желаниями. Автор книги -Дэвид Льюис - раскрывает секреты, как маркетологи используют нейробиологию в своих интересах. Прочитав книгу, я стала более трезво смотреть на шоппинг, будь это покупка новой одежды или еженедельная покупка продуктов питания. Реклама, реклама и еще раз реклама. Она проникает в мозг потребителя, даже если мы, как нам кажется, игнорируем постеры, билборды как в оффлайн, так и онлайн. Сами того не замечая, мы становимся "жертвами" маркетологов и рекламистов. Магазины из кожи вон лезут, чтобы мы остались у них дольше, посмотрели большее количество товаров и в итоге сделали покупку. Они встречают нас располагающим интерьером, приятной музыкой и привлекающими ароматами. Почему мы все любим Starbucks? Почему в магазине Zara Home хочется все купить? Маркетологи этих всемирно известных брендов воздействуют на наши эмоции. Они делают свои бренды знакомыми нам, любимыми нами. В какой-то момент мы понимаем, что не можем жить без кофе и красивых простыней. Я сама не раз делала импульсивные покупки, стоило мне оказаться в уютной кофейне или зайти в хороший магазин интерьера. Сейчас у маркетологов в доступе подробная информация о вкусах и предпочтениях потребителей. Мы сами предоставляем эту информацию, активно публикуя свои фотографии, местонахождения, мысли и мнения в социальных сетях. Компании просто используют эту информацию в своих коммерческих целях. Если задуматься, становится очень страшно, насколько мы подвержены влиянию компаний и корпораций, продающих свои товары и услуги. Конечно, хочется быть свободными в своем выборе: одеваться, читать, есть, пить напитки, которые действительно нравятся. Автор книги откровенно делиться с читателем своими опасениями. Наверное, стоит прислушаться и принять к сведению его предупреждения. Есть в использовании нейробиологии в маркетинге и плюсы. Нейромаркетологи предсказывают, что скоро реклама станет умной и каждому потребителю будут предлагаться товары и услуги, нужные и полезные именно ему. Что ж... Возможно, нейромаркетинг сделает шоппинг легче и приятнее.

  3. 5 out of 5

    Dane Cobain

    Disclaimer: While I aim to be unbiased, I received a copy of this for free to review. You’ve probably noticed that I’ve awarded The Brain Sell a rare ten out of ten – there’s a reason for that. I reserve this prestigious score for a book that changes the way that I look at the world, the sort of book that, once read, stays ingrained in your brain forever. This is that kind of book, a magnificent foray in to what happens when science means shopping by a man who was described as “the father of neuro Disclaimer: While I aim to be unbiased, I received a copy of this for free to review. You’ve probably noticed that I’ve awarded The Brain Sell a rare ten out of ten – there’s a reason for that. I reserve this prestigious score for a book that changes the way that I look at the world, the sort of book that, once read, stays ingrained in your brain forever. This is that kind of book, a magnificent foray in to what happens when science means shopping by a man who was described as “the father of neuromarketing” for his analyses of brain activity for commercial purposes. When David first started out, he was one of the first people to strap electrodes to consumers‘ heads to see how they reacted when presented with different television commercials. And this book is full of the fruits of years of intensive testing, and anyone can benefit from it, including consumers themselves. Who doesn’t want to know how the big companies brainwash us in to buying their products? Marketers have even more to learn, whether they work in digital marketing or whether they focus on the bricks and mortar experience. Your brand is more than a logo – it’s the way your employees are trained, the colour of the walls in your stores and even the temperature that you set the air con to. I’ll leave you with one of the many demonstrations of the power of the Brain Sell – the buildings at the entrance to Disneyland slope forward to give the illusion of depth to a visitor and to make the walk home seem shorter to people who are leaving. Just wow.

  4. 4 out of 5

    Pía López Copetti

    It’s a scientific approach to the customer funnel; and despite showcasing some fascinating aspects of how neuroscience can be applied to disciplines as far from traditional science as marketing can be, the approach loses a practical methodology if used outside the USA. Consider just the price of an EEG or, worse, an fMRI, and you end up with a methodology that can report valuable data and an accurate ROI for big corporations willing to invest millions per year in their Marketing Departments. That It’s a scientific approach to the customer funnel; and despite showcasing some fascinating aspects of how neuroscience can be applied to disciplines as far from traditional science as marketing can be, the approach loses a practical methodology if used outside the USA. Consider just the price of an EEG or, worse, an fMRI, and you end up with a methodology that can report valuable data and an accurate ROI for big corporations willing to invest millions per year in their Marketing Departments. That’s not the case of most companies these days, who despite may assessing the services of psychologists to draft new appealing campaigns, in fact most approaches are trial-and-error based, solely funded on the experience of current authority brands ventures on the same niche and its results.

  5. 5 out of 5

    Gary Heilbronn

    What an Eye-Opener! Recently finished reading: "THE BRAIN SELL: When Science Meets Shopping" ... it's incredible the extent to which the (neuro)marketing industry is infiltrating our buying decisions!! Everyone should read this.... even just to be aware .. ************************************* "For many this is the most troubling aspect of or consumer society. When it comes to shopping there could be no such thing as free choice or random behavior. However much we may like to believe that we are ac What an Eye-Opener! Recently finished reading: "THE BRAIN SELL: When Science Meets Shopping" ... it's incredible the extent to which the (neuro)marketing industry is infiltrating our buying decisions!! Everyone should read this.... even just to be aware .. ************************************* "For many this is the most troubling aspect of or consumer society. When it comes to shopping there could be no such thing as free choice or random behavior. However much we may like to believe that we are actingindependently and spontaneously we are really driven by unconconscious brand priming." *************************************

  6. 5 out of 5

    Tim

    This is a fascinating book on consumer behavior and neuromarketing. You would not believe the things people have done to build a better experience and to squeeze revenue. For good or bad, this book explores the methodologies marketers have used to get in your head. This book isn't just for people who have an allure with consumer behavior. This book also serves as a precaution to shoppers everywhere. This is a fascinating book on consumer behavior and neuromarketing. You would not believe the things people have done to build a better experience and to squeeze revenue. For good or bad, this book explores the methodologies marketers have used to get in your head. This book isn't just for people who have an allure with consumer behavior. This book also serves as a precaution to shoppers everywhere.

  7. 5 out of 5

    Alex Devero

    A scientific approach to marketing – from calculated psychological tactics to increase demand to drawing in your customers with sensory experiences – can take your sales to the next level. As a customer, you’ll have to watch your back, whether shopping in a store or online!

  8. 5 out of 5

    Bogdan

    Не подействовало

  9. 4 out of 5

    Vic

  10. 4 out of 5

    Yana Morozova

  11. 5 out of 5

    Hà Alice

  12. 5 out of 5

    Rajesh Krishnan

  13. 4 out of 5

    Luis Frade

  14. 4 out of 5

    Mark Guldbrandsen

  15. 4 out of 5

    Ivonne

  16. 5 out of 5

    John

  17. 5 out of 5

    Geraldine

  18. 5 out of 5

    John Winter

  19. 4 out of 5

    Menni

  20. 4 out of 5

    Johann Van tonder

  21. 4 out of 5

    Dawn Ngo

  22. 4 out of 5

    Alina Hasnas

  23. 5 out of 5

    Luisa

  24. 4 out of 5

    Felicia Istratii

  25. 4 out of 5

    Victor Ikonnikov

  26. 4 out of 5

    Anh Đặng

  27. 4 out of 5

    Richard Watts

  28. 4 out of 5

    Dave Abbey

  29. 4 out of 5

    Margaryta

  30. 5 out of 5

    Irina Kolpakova

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