Summary:
The book delves into the psychology behind what drives purchasing decisions, revealing that much of consumer behavior is unconscious. It presents findings from a three-year neuromarketing study, which used brain-imaging technology to examine the effectiveness of advertisements, brands, and products.
Key points:
1. Neuromarketing: Lindstrom believes traditional marketing fails due to reliance on conscious responses. Neuromarketing uses neuroscience to study subconscious responses for accurate consumer behavior insights.
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