More than half a century ago, Vance Packard shocked readers by revealing how advertisers sought to influence consumers, often without their knowledge. What was true in 1957 remains true today with one crucial difference. Aided by brain imaging specialists, neuroscientists and cognitive psychologists, advertisers, marketers and retailers are developing persuasion techniques far more sophisticated than Packard could have dreamt of. This is the inside story of this new brain science. About the Author: Dr. David Lewis is a Chartered Psychologist and founder and Director of Research at the independent research consultancy Mindlab International. He is the author of The Soul of the New Consumer (also published by Nicholas Brealey Publishing), and has been called the father of neuromarketing for his pioneering studies on analysing brain activity for research and commercial purposes. |