Books about or related to brain science or neuromarketing.
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. […]
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.
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.
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 by understanding how humans relate to each other. […]