Chapter 8
Why We Buy the Things We Buy
In This Chapter
Summarizing how nonconscious processes impact consumer decision making
Digging deeper into how System 1 and System 2 thinking contribute to consumer choice
Understanding the differences between explicit and implicit decision making
Clarifying why consumers may not be rational but can still be predictable
Introducing judgment heuristics as an important nonconscious source of consumer decisions
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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