The Persuasion Code

INTRODUCTION

For over a decade now, many neuroscientists and media researchers have claimed that they can crack the neurologic code of advertising effectiveness. Yet, the adoption of scientific methods to investigate and create more persuasive ads or websites has remained curiously low.

IS NEUROMARKETING A COMPLICATED FIELD?

First, when marketing and advertising executives discovered neuromarketing, they often felt that they needed higher education on the workings of the brain to understand and use it. It is true that neuromarketing studies generate gigabytes of information corresponding to complex mechanisms in the brain and that to manipulate this data requires the use of powerful software running cryptic algorithms. There is no question that the process of digging for neuroinsights is time‐consuming and somewhat intimidating. So, you may wonder: Can I grasp this quickly? Will it radically help me improve my ability to persuade without causing me additional headaches? Rest assured that with this book you will learn enough about the brain to understand the value of neuromarketing and apply it quickly.

WILL NEUROMARKETING REVEAL FLAWS OF PRIOR CAMPAIGNS?

Marketing and advertising executives are often afraid of what neuromarketing studies may reveal. After all, a scientific persuasion model may provide embarrassing or damaging evidence on the failure of prior campaigns that wasted thousands, if not millions, of dollars. Let's face it, we all avoid confronting information ...