Speed Read – Sell to the subconscious

Graeme Hutton
Universal McCann

Dr AK Pradeep's The Buying Brain – Secrets for Selling to the Subconscious Mind’ explains how neuroscience can be used to influence the way consumers react to all forms of brand communication

New discoveries in neuroscience can often have groundbreaking applications in the world of consumer marketing. Neuromarketing provides marketers with many new insights that can galvanise marketing communications into more powerful and relevant avenues since it can identify issues that may escape more conventional market research approaches.

CENTRAL IDEAS AND ARGUMENTS

Dr Pradeep purports that: "Of all the insights that neuroscience can bring to the business world, this is perhaps the most powerful – the ability to understand how a consumer truly connects various concepts about the brand at a deep subconscious level."