Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR The Myth of Marketing Humans not Consumers The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE Step One: Interrupt the Pattern Step Two: Create Comfort Step Three: Lead the Imagination Step Four: Shift the Feeling Step Five: Satisfy the Critical Mind Step Six: Change the Associations Step Seven: Take Action Sources Acknowledgements Index