Decisions aren't linear conclusions - they are often a battle of competing interests in the consumer's brain. Marketers need to identify some of these rivals and back a winner with their advertising.
Book Review: Incognito: The Secret Lives of the Brain by David Eagleman
Incognito is a look inside our heads: Eagleman, a neuroscientist at Baylor College of Medicine, looks at various aspects of how our brains work and how those functions manifest themselves in our behavior. In one chapter, he looks at our senses and how optical illusions can fool us. Unlike so many pop-neuroscience books today, though, Eaglemen doesn’t focus exclusively on how our brains don’t work as expected. Rather, he uses those occasional failures, like seeing color gradients that don’t really exist, to lead into a better understanding of how our brains actually do work. […]