Part II

The Essence of Neuromarketing: The Nonconscious Mind of the Consumer

In this part . . .

Here, we look at the breakthrough findings across numerous fields that have provided us with a radical new view into how the consumer’s mind operates. These include new and sometimes startling and counterintuitive findings about how the nonconscious mind interacts with the conscious mind to create impressions, judgments, choices, and behavior. These findings have natural implications for marketing and consumer behavior and will inevitably be applied to marketing questions.

In this part, we tell you what all the fuss is about.