Chapter 8

Why We Buy the Things We Buy

In This Chapter

arrow Summarizing how nonconscious processes impact consumer decision making

arrow Digging deeper into how System 1 and System 2 thinking contribute to consumer choice

arrow Understanding the differences between explicit and implicit decision making

arrow Clarifying why consumers may not be rational but can still be predictable

arrow Introducing judgment heuristics as an important nonconscious source of consumer decisions

arrow Explaining why persuasion often fails to play its expected role in influencing consumer choices

Up to this point in Part II, we’ve been constructing the background of brain science facts and findings that we need in order to answer the two big questions at the heart of neuromarketing: How do consumers decide what to buy? And why do we need neuromarketing to understand these decisions?

In this chapter, we answer these questions by, first, ...

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