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Nudge by Thaler and Sunstein

25. July 2011

Nudge is all about choice architecture, a discipline which structures choices in a way that produces the most beneficial outcome. I don’t have to tell Neuromarketing readers that humans often behave in conflict with the traditional economist’s view of rational decision-making. Thaler and Sunstein not only provide plenty of evidence of irrationality, but they show how to avoid some of the problems it causes.

The Upside of Irrationality by Dan Ariely

12. July 2011

9 comments

Nobody is doing more to add to our knowledge of the irrational side of human behavior than Dan Ariely. Not only does he conduct experiments that are elegant in their simplicity, but he writes about his work and that of other researchers in a highly acccessible way. Upside is the successor to the bestselling Predictably Irrational, and it takes to new topics, ranging from CEO pay to speed dating.

What Don Corleone Could Learn from Guy Kawasaki

28. March 2011

21 comments

When someone thanks you for doing them a favor, there are any number of stock ways to respond. “No problem.” “It was nothing.” And, of course, “You’re welcome.” For some situations, though, there’s a phrase that beats the common replies that we toss out. One of my favorite bits in Guy Kawasaki’s Enchantment is a [...]

Enchantment: How Not to Suck at Business and Life

21. March 2011

5 comments

Guy Kawasaki may be the Dale Carnegie of the technology age. While Enchantment is peppered with references to PowerPoint, Facebook, and other 21st century topics, much of the wisdom is as timeless as what you’ll still find in How to Win Friends and Influence People.

Secrets of the Moneylab

25. January 2011

4 comments

Book Review: Secrets of the Moneylab: How Behavioral Economics Can Impact Your Business by Kay Yut Chen with Marina Krakovsky Economics can be dry stuff – remember “macro,” “micro,” and supply/demand curves? Fortunately, Secrets of the Moneylab is a lot more fun than Econ 101 because it focuses not on theory but on how people [...]

The Price of Everything by Eduardo Porter

14. January 2011

8 comments

Book Review – The Price of Everything: Solving the Mystery of Why We Pay What We Do by Eduardo Porter Looking for more novel pricing strategies for business, I picked up a copy of The Price of Everything by Eduardo Porter. Although I didn’t find much practical advice or directly applicable research in the book, [...]

Love Branding

23. November 2010

13 comments

Review – Love Branding: How to make people fall in love with your brand by Carolin Dahlman Carolin Dahlman has two professions: branding expert and “love coach.” While these two callings seem unrelated at first glance, Dahlman thinks they fit together perfectly. In her book, Love Branding, she shows how marketers can achieve branding success [...]

Six Selling Secrets From Magicians

4. November 2010

15 comments

If you think that magicians and neuroscientists have little to talk about, you’d be wrong: both deal with issues like attention and consciousness, albeit in a different way. And, as it turns out, marketers can learn from both groups, and in particular, from understanding why magicians can fool us even when we are trying to [...]

About Face by Dan Hill

20. October 2010

9 comments

Book Review: About Face – The Secrets of Emotionally Effective Advertising by Dan Hill At a time when neuromarketing discussions are dominated by brain scans – EEG on the commercial side, and fMRI for academic research – Dan Hill and his firm, Sensory Logic, are the main proponents of using facial coding as a way [...]

What Yogurt Can Teach Marketers

6. August 2010

11 comments

I’m not a big yogurt fan. “Live cultures” would be unacceptable (or even scary) in most foods, but are highly prized in yogurt. Nevertheless, we can all learn something from a neuromarketing study focused on the gooey dairy product.

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