How the brain responds to various cognitive and sensory marketing stimuli is a fascinating field, which is just now starting to see a renaissance with the addition of advanced research in biometrics and other advanced technologies such as facial expression analysis. At the moment there is an endless supply of neuromarketing information and books available and it can seem hard to know where to start.
Here, we have compiled a list of our current top 10 neuromarketing books focusing on consumer behavior, decision-making and the subconscious mind. The authors include some of the most influential neuroscientists and marketers in the world, and their combined knowledge will give you an extensive insight into the growing field of neuromarketing.
1. Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing
Author: Roger Dooley
Brainfluence teaches its readers how to attract new customers by applying neuroscience and behavior research to practical techniques. The book contains key strategies for targeting consumers through various marketing mediums, online and print ads as well as in-person sales.
2. Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain
Authors: Patrick Renvoise and Christophe Morin
Unveiling the latest neuromarketing research, the book explains highly effective techniques to make a strong and lasting impact on potential buyers. The techniques include “the 6 stimuli that always trigger a response” and “the 7 powerful impact boosters to set your delivery apart from the rest”.
3. Introduction to Neuromarketing & Consumer Neuroscience
Author: Thomas Zoëga Ramsøy
Offering both basic and front-end academic insight, Introduction to Neuromarketing & Consumer Neuroscience gives its readers insight into how neuroscience can be applied to consumer cognition and emotion. Working as a great beginner’s guide, it includes chapters on decision making, memory and learning, attention and consciousness as well as memory and learning.
4. Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
Author: Douglas Van Praet
Before marketers develop strategies, they must understand human strategies, behavior and the consumer’s unconscious decision making. Van Praet simplifies the human brain into seven actionable steps to behavior change and includes real world successful examples such as Nike’s “Just Do It” campaign.
5. Buyology: Truth and Lies About Why We Buy and the New Science of Desire
Author: Martin Lindstrom
Buyology is the result of a 3 year neuromarketing study of more than 2.000 people’s reactions to various logos, ads, campaigns, jingles and products. The book is an interesting journey into the subconscious mind and includes well-known brand examples such as Nokia and Marlboro.
6. The Buying Brain: Secrets for Selling to the Subconscious Mind
Author: A. K. Pradeep
The Buying Brain is an in-depth guide to using neuroscience in everything from product concepts, design, packaging, pricing, advertising and building a better brand. Pradeep states that up to 95 % of our decisions are made by our subconscious mind, so creating products directly appealing to our brains is the key to success.
7. Decoding the New Consumer Mind: How and Why We Shop and Buy
Author: Kit Yarrow
The book gives marketers an insight into the unconscious relationship between consumers and products, brands and retailers. Yarrow also combines innovation and technology with neuroscience to create tools to enhance brand image, gain product loyalty and create an emotional, yet uncomplicated experience for the consumer.
8. How We Decide
Author: Jonah Lehrer
The New York Times bestseller explores our reasoning behind making decisions in business, purchasing products and other aspects of life. As various decisions depend on different blends of subconscious feelings and conscious reasoning, Lehrer provides the tools to improve how we think and therefore how we make better decisions and influence others to do the same.
9. Hooked: How to Build Habit-Forming Products
Author: Nir Eyal
In this #1 bestseller, Nir Eyal explores the factors leading to successful products and how companies can take certain steps to ensure user habits and create products people love. He, furthermore, explains the Hook Model – a 4 step process designed to subtly encourage customer behavior and ensure product loyalty without expensive marketing campaigns.
10. How Customers Think: Essential Insights into the Mind of the Market
Author: Gerald Zaltman
Using neuroscience, psychology, linguistics and sociology Zaltman provides insight into how customers think. His research tools include metaphor elicitation, implicit association techniques and response latency to discover subconscious clues to be used when developing new products and solutions.
We hope you have found some great inspiration and will be filling your head with knowledge. If you are still thirsty for more insights into the neuromarketing world, feel free to check out our free pocket guides, to take your insights to the next level.