Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales

by Benny B. Briesemeister (Editor), Werner Klaus Selmer (Editor)

This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.

148 pages, Hardcover

Published January 4, 2022

Reviews

[Marcus Goncalves · Rating 3 out of 5]

This is a very accessible introduction to applying neuroscience concepts to marketing, particularly effective at translating ideas like emotion, attention, and decision-making into practical business language. Its strength lies in clarity and real-world relevance, making it suitable for readers new to neuromarketing. However, the book often oversimplifies the science, presenting bold claims with limited critical discussion of research limitations or ethical concerns, which reduces its academic rigor. Overall, it works well as a beginner-oriented business guide but offers limited depth for more experienced or research-focused readers.

[Cookie · Rating 3 out of 5]

This is a good introduction to the possible uses of neuromarketing. Unfortunately, the book feels like advertising for the different technologies/companies providing those services. There is also no reflection on how ethical neuromarketing is.