Authors: Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou and Michel Badoc
Publisher: Kogan Page
Reviewer: Charlie Stroe, account executive, Stone Junction
Have you ever felt like you’ve been duped into buying something – biscuits, shoes, a car? This book explains how, by manipulating certain stimuli, your brain can be tricked into making purchases you wouldn’t normally.
The book begins with a discussion about why traditional marketing research methods like surveys, focus groups or interviews are strongly biased and need to be complemented by more accurate, scientific solutions. According to the authors, one option is neuromarketing, a discipline that uses MRI and PET scans to observe how the brain reacts to external stimuli or inhibitions.
The volume doesn’t offer too much new information for experienced marketers, but is definitely a useful read for anyone starting out in marketing.
Understanding the science behind how the brain works helps marketers and sales representatives guide unsuspecting customers through the hoops of the buying process and results in completed purchases 99 per cent of the times. Simple, right? Well, not quite. The authors admit the limitations of this approach, yet they manage to provide practical advice for guiding customers through the sales funnel.
The second part of the book explains how neuromarketing can be used within an organisation to obtain internal support from management and employees. We’re always told how dangerous stress is, but – believe it or not – a certain level of stress actually makes us more productive and creative.
For me, the third part of the book was particularly interesting. It details the six steps designed to convince the brain to complete a purchase. Practical advice on how to appeal to the senses, brain, emotions, memory, subconscious and conscience of your customers is offered and backed up by relevant examples.
The final part of the book looks at how our brains and buying behaviour have been affected by the internet and social media. It also reiterates that as much as we like to think of ourselves as rational creatures, most of the times, emotions play a much bigger part in our decisions than reason.
Star rating: 3/5
