Neuromarketing For Dummies

Chapter 24

Ten Scientific Pillars Underlying Neuromarketing

In This Chapter

Identifying the most important scientific foundations of neuromarketing

Reviewing how nonconscious processes change the understanding of consumer behavior

Remembering why consumers aren’t always rational

In this book, we devote a lot of space to highlighting the scientific foundations of neuromarketing. Here we review ten of the most important scientific concepts that underlie the field. Each of these ideas represents a significant discovery in one of the brain sciences: neuroscience, social psychology, or behavioral economics. Each has big implications for our understanding of how and why consumers act the way they do — what they like, how they choose, and why they buy.

System 1 and System 2

Daniel Kahneman didn’t invent the System 1–System 2 model of brain processes, but his work over the last several decades has popularized it as one of the most useful overarching frameworks for understanding how the human brain works and, in particular, how the nonconscious and conscious parts of the mind work together. We discuss the significance of this model in Chapters 2 and 8.

System 1 and System 2 are neutral ...