The Persuasion Code

CHAPTER 1Why Is Neuromarketing a Game Changer?

Intelligence is the ability to adapt to change.

– Stephen Hawking

This chapter will help you understand why anyone creating persuasive messages should consider using a neuromarketing model. First, we focus on the unique research questions answered by NeuroMap – specifically, an aspect not discussed in other books on the topic. Yes, it is easy to get lost under the hood of the neuromarketing engine with all its shiny bells and whistles. However, knowing the basics will help you quickly become a sharp and discriminant persuader!

In the following five chapters written by me, Dr. Christophe Morin, I bring a devouring passion for cracking the scientific code of persuasion. As you will quickly realize, I am somewhat of a brain nerd and therefore I have lots of information I am eager to share about this topic, while making this portion of the book both informative and enjoyable. I have delivered workshops on neuromarketing to thousands of people around the world for nearly 20 years. As an adjunct professor of media psychology at Fielding Graduate University, I collaborate with top academics to improve our understanding of media effectiveness in all its forms. Also, I have students from all over the world using the teachings of neuromarketing to improve movie scripts, ad campaigns, fundraising drives, and even to decode the neurobiological basis of terrorist propaganda.

Although the subject of brain‐based persuasion can be intimidating ...