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Mózg Na Zakupach. Neuromarketing W Sprzedaży (2010)

by A.K. Pradeep(Favorite Author)

3.4 of 5 Votes: 1

ISBN

8324632972 (ISBN13: 9788324632978)

languge

English

genre

Nonfiction

publisher

Helion

review 1: I'm really not sure how to parse this book.If Pradeep is right, then he's working in an interesting field at the intersection of traditional marketing and neuroscience, aptly named "neuromarketing". The idea is that by measuring brain activity during decision-making, say deciding to buy a car or a new product on the shelf, we can establish with some certainty what advertising and marketing methods are most effective. The problem I had with this book is the same problem I share with the larger sweep of modern neuroscience: it becomes incredibly sure-footed on scientific quicksand. I have no problem with current trends in brain imaging and lesion studies, as these are useful for what they are. I just cannot accept that EEG and fMRI are revealing useful insights about human t... morehought and action; at best these are correlates of cognitive function (which is why they're called "neurological correlates" instead of "neurological causes"). We don't have anything like the depth of knowledge to establish X means Y type of causation when it comes to internal states of the brain, and to think that modern-day tools can do so is to grossly misrepresent the situation. This isn't helped by the fact that the book draws on the intellectual property of a commercial venture, as it is peppered with methodologies and measures that go by cutesy names, often prefixed by "Neuro". As a result, most of the research providing the conclusions are hidden away behind the veils of intellectual property and client confidentiality. The premise is compelling and I have no doubt that neuroscience inquiry has promise as an adjunct to sales and marketing efforts (for better or worse -- probably worse). I just cannot agree with many of its conclusions.
review 2: I saw Dr. Pradeep speak at SXSW and he was the smartest speaker I heard. His insights into how the brain processes buying impulses, advertising, and so on, were fascinating and original -- and consistent with my research into communications and the brain. So I was thrilled to read his book now that it has come out, and I am pleased to say that it is excellent, insightful, and a very pleasant read. We process something like 11 million bits of information every second. Every second. 40 of those bits are conscious; the rest are unconscious. That means that 99.99 percent of our mental activity is unconscious. We are largely unconscious beings. Get used to it. And, with Pradeep's help, make use of it. less

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