The Buying Brain: Secrets for Selling to the Subconscious Mind Read Online Free PDF

stimuli are formed. More specifically, the subconscious level of the brain is where elements that are essential to marketing success such as initial product interest, purchase intent, and brand loyalty are formed, and where they reside.
    The preceding explains why the most accurate and reliable measurements are made at the subconscious level of the brain, relying on full-brain EEG-based testing, and using biometrics for what they are: secondary confirmations of what the brain has already responded to several seconds earlier.
    These fundamental facts are vital to understand accurately the field of neuromarketing, and to separate marketing claims from neurological/scientific truths.

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CHAPTER 3
    Your Customer’s Brain Is
    100,000 Years Old
    At the end of this chapter, you’ll know and be able to use the following:
    r Key ways to engage the primal part of the human brain r Core mechanisms the brain uses to determine whether to pay attention to your message
    r The three ways in which the brain can be frustrated, and how to avoid them in your marketing
    r The four triggers the brain loves and how to use them in marketing Caveman in a Wired World
    The neuroscience of the human brain builds from the understanding that it is a freshly evolved miracle. Travel back with me 100,000 years or so, when newer, larger prefrontal cortexes in early man first previewed the modern brain we all share today.
    Life is nasty, brutish, and short. Competition for food is fierce. Predators are fast and omnipresent. To survive, the relatively slow and weak humans develop a secret weapon: fine hand movements allow them to refine tools and weapons to become extremely efficient at both hunting and defending against others who hunt. At around the same time, the human trachea descends into the throat to make vocalizations more distinct and communications suddenly very effective. Communication is honed and increases in importance with the evolving social system and the need for cooperation. The ability to determine friend from foe is crucial in this nascent society, as is the ability to predict what someone will do (lie or tell truth, cooperate or attack).
    This is all good news for the hominids, bad news for their prey. Our rise up in the food chain begins as our brains become larger to accommodate these 17

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    The Buying Brain
    critical new skills of working in cooperative groups, planning, hunting, and remembering.
    But, in a classic catch-22, there is a price to pay. As brain size increases, so must the skull that carries it. And here’s the rub: If the skull continues to grow in pace with the rapidly evolving brain, the pelvis of the females will need to be so wide that they will no longer be able to run. Plus, that gorgeous new brain requires significantly more oxygen, glucose, and blood than previous versions, making it more expensive to operate over time.
    In fact, our brain is the most metabolically expensive organ to operate—representing only 3 percent of the body’s weight, yet requiring up to 20 percent of its energy.
    Advertisers take note: The “ease of processing” of your message is therefore very important to the brain. A complicated ad that requires cognitive resources will likely be ignored by the brain. So as you balance the complexity of an ad with ease of processing, lean toward ease. Package designers note that simplified “Zen” like packaging (Apple being a prime example) appeals to the brain—as it consumes fewer cognitive resources. In-store designers and Web and storefront designers, keep in mind that simplified organization and ease of cognitive processing trumps clutter and complex