Il Codice Della Persuasione

by Christophe Morin

Desde o início dos tempos, os humanos tentam influenciar uns aos outros. Acadêmicos, estudiosos e pesquisadores desenvolveram inúmeras teorias de persuasão, mas bilhões de dólares ainda são desperdiçados em anúncios ou campanhas que não conseguem atrair a atenção ou motivar as pessoas a agirem.

Fruto de quase duas décadas de pesquisa sobre o efeito da propaganda e das mensagens de vendas no cérebro humano, Dr. Christophe Morin e Patrick Renvoise oferecem o primeiro modelo abrangente de persuasão baseado nas pesquisas mais recentes em neurociência, psicologia de mídia e economia comportamental. Seguindo os passos de Daniel Kahneman e Richard Thaler (ambos ganhadores do Prêmio Nobel de Economia, em 2002 e 2017, respectivamente), os autores revelam que as mensagens persuasivas devem chegar primeiro ao cérebro primitivo, o sistema cerebral mais antigo, porém o mais dominante no processo de persuasão.

Depois de publicarem Understanding the Buy Buttons in Your Customers' Brain, em 2007, e treinarem mais de 200 mil executivos em todo o mundo desde então, Morin e Renvoise explicam em termos simples como mensagens persuasivas afetam funções cerebrais críticas como atenção, emoções, esforço cognitivo e tomada de decisão. E, o mais importante, revelam um passo a passo simples chamado NeuroMap, que fornece a maneira mais eficaz de criar mensagens que podem persuadir qualquer pessoa, a qualquer hora, em qualquer lugar.

Em O Código da Persuasão, você descobrirá:
O funcionamento de dois sistemas cerebrais concorrentes que gerenciam nossas respostas a qualquer mensagem o rápido Sistema 1 (primitivo) versus o lento Sistema 2 (racional)
Os únicos 6 estímulos persuasivos que se comunicam diretamente com o cérebro primitivo
Os 4 passos para maximizar suas chances de persuadir sistematicamente
Os 6 elementos de persuasão e os 7 catalisadores de persuasão que explicam cientificamente a química por trás da persuasão
Mais de 30 casos de negócios que ilustram a eficácia do modelo
E 293 referências científicas que embasam o NeuroMap

O NeuroMap já foi aclamado por muitas empresas de sucesso como Siemens, TransUnion, Epson, GE, PayPal e muitas outras. Com O Código da Persuasão, você aprenderá a se tornar um excelente persuasor usando um processo comprovado, mas simples, baseado em ciência de ponta.

Um pôster do NeuroMap está incluído no verso desta capa.

Genres: Business, Psychology, Neuroscience, Nonfiction

Hardcover

First published January 1, 2018

About the author

Librarian Note: There is more than one author by this name in the Goodreads database.

Christophe Morin, Ph.D., is an acclaimed neuroscientist, psychologist, and author of OPEN, The Serenity Code, and The Persuasion Code. With over two decades of research, personal healing, and spiritual exploration, Dr. Morin blends cutting-edge neuroscience with ancient wisdom to explore the brain’s self-healing power. His groundbreaking neurospiritual framework offers practical strategies to overcome stress, anxiety, depression, addiction, and trauma (SADAT). Through his transformative experiences with psychedelic-assisted therapy and mindfulness practices, he illustrates how neuroplasticity can rewire personal narratives, cultivate flow, and foster joy. Dr. Morin is also a pioneer in neuromarketing, co-founding the first full-service neuromarketing agency. His work bridges the gap between science and spirituality, offering readers actionable tools for personal transformation and optimal well-being. Dr. Morin lives in Kona, Hawaii, where he continues writing, researching, and coaching others on their journey toward consciousness and healing.

Reviews

[Emil Ybe · Rating 1 out of 5]

Worst use of paper I've ever come across. The best you can do if you have this book in your possession is to use it as toilet paper.

The book is just a fucking sales pitch for their (SalesBrain.com) service and they bring no new ideas to the table. They're more or less branding the research of all other neuroscientist as their own insights.

This book is a waste of time.

[Peter P. · Rating 5 out of 5]

Can't recommend this book highly enough for anyone who is even remotely interested in the science of persuasion. It feels remarkably current and the book is laid out in such a way that it never feels like the reader is swimming in jargon. I have a habit of reading with a highlighter in hand and saving relevant quotes from the books I read. My only complaint about this book is it has left me with a whopping amount of work to do transposing all of the highlighted sections.

[Angelo Ploscariu · Rating 3 out of 5]

I have read their first book, Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, which was a good book.
But, this sequel is almost identical with it (regarding "neuromarketing"), only renaming a few already discussed concepts in the previous book.

This book is not worth your time if you read the first and at the same time the sales pitch for their business SalesBrain is disgusting.

Visit their site if you want to be taken back in time in the 2005. You will see how a neuromarketing business builds a pitiful landing page.

I rated it three stars and not one, because the information might be valuable if you are totally new to the field of marketing.

[Christophe Morin · Rating 5 out of 5]

Since the dawn of time, humans have tried to influence one another. Scholars, academics and researchers have developed countless theories of persuasion, but billions of dollars are still wasted on ads or campaigns that fail to grab attention or motivate people to act. Building on nearly two decades of research on the effect of advertising and sales messages on the human brain, this book offers the first comprehensive model of persuasion based on the latest research in neuroscience, media psychology and behavioral economics. In the footsteps of Daniel Kahneman and Richard Thaler (both recipients of the Nobel prize in economy, respectively in 2002 and 2017), the authors reveal that persuasive messages must reach first the primal brain, the oldest brain system, yet the most dominant in the persuasion process.

[Max M · Rating 4 out of 5]

If applied correctly the principals, methods, and efforts described in this book will completely revolutionize your organizations approach within the scope of product development, marketing, sales, and advertising. This is a phenomenal book for anyone to understand how to incorporate proven behavioral psychology, and new information gathered from neurological consumer testing into their business tactics.

To outline briefly, in order to maximize your persuasion, you should include these six elements:
1. Add a grabber of attention - communicate your value in a way that goes beyond simply using words. This can be by the means of a prop, minidrama, or story.
2. Define your claims - communicate your claims through contrastable benefits (the top 3 unique reasons why prospects should decide to buy from you.
3. Your big picture - a simple graphical representation of how your product, service, or idea will impact your prospect or audience. Visual stimuli is critical to engage the primal brain.
4. Your proof of gain - add contextual proof of value that reinforces your organization/products claim.
5. Reframe objections - break down objections you receive and reframe them in a way that can uproot the negative emotion associated with the fear of regret.
6. A closing - repeat your claims and ask a client "What do you think? Where do we go from here?"

All in all, it was a great book, and the market research startup I work for will be applying insights brought up from reading this book to revamp our communications and client-facing materials.

[Johns · Rating 2 out of 5]

THREE reasons why I gave this book a low rating:

1. The copy of the book I obtained from my local public library was printed on a very poor quality of paper; almost like newsprint from a third-world daily. The photographs and other illustrations in the book are largely indecipherable.

2. As a trained United States Marine I am very familiar with the idea of the reptilian brain. The USMC has successfully employed this concept for 247 years. All Marines describe this same concept with the term, "muscle memory."

3. The book, sadly, also reminded me of the college course I liked the least: psychology.

[Jerome Ford · Rating 5 out of 5]

This is a very good book

I recommend this book for anyone who is serious about marketing their business. I have seen the results of many of the topics covered in this book in real life before I read the book. Therefore, I know what the author's write is true.

[Keely · Rating 3 out of 5]

I read this as at the behest of my work mentor, and the science early on was interesting but a bit dense. After I got through the science, it felt more like a lot of what I know about public speaking and trying to neuromarket me into working with their company.

[Vikranth Kanumuru · Rating 4 out of 5]

A good starter on how to get started with influencing but it feels more like a marketing book then a persuading book. Nonetheless, a good read

[Raquel Liu · Rating 4 out of 5]

Although I am not a salesman,I think I could recognize the intention behind the information,to avoid my attention or emotion be influenced by the negative news.

[jeni b · Rating 5 out of 5]

Dr. Morin was my course instructor for Neuroscience... a smart guy and insightful material. One of my favorite courses. :)

[Lennon Bilibio Ebel · Rating 5 out of 5]

Muy bueno libro, técnico y intuitivo

[Pierfilippo Pierucci · Rating 3 out of 5]

Libro a tratti troooppo lento. Manca la verve, diversi spezzoni li ho saltati perché rindondanti o poco interessanti.

Nel complesso il libro fa il suo dovere spiegando accuratamente le fondamenta pratiche del neuromarketing e delle tecniche di persuasione fornendo svariati distinguo e chiarimenti.

Buona lettura per ogni marketer e per tutti gli appassionati del tema. Non aspettatevi un capolavoro

[Stefano · Rating 5 out of 5]

ottimo! esasustivo, chiaro e schematico, ma anche pieno di esempi.
è scritto dai titolari di una innovativa compagnia di consulenza sul neuromarketing: all'interno c'è un poco di pubblicità relativa a questa attività. ma si sopporta benissimo vista la qualità e la quantità del resto.