Summary:
The book explores the psychological and neuroscientific factors that influence purchasing decisions, presenting insights into consumer behavior and marketing effectiveness. It offers a deep dive into how brands can tap into subconscious triggers to effectively shape buying habits and increase sales.
Key points:
1. Decision Science: Barden highlights the need to grasp decision science, which merges psychology, neuroscience, and economics to explain consumer choices. He advises marketers to focus on brain decision processes for better influence.
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