“Decoding the Irrational Consumer: How to commission, run and generate insights from neuromarketing research” by Darren Bridger, Marketing Science Series.
This is not a book for the practical retailer looking for new ideas to grow sales.
This a book if you want to look at the research behind how the consumer thinks. We are all irrational consumers and make decisions at a non-conscious level. The brain processes decisions and this book looks at this process.
As a retailer we need to get Attention and then get that into the consumers Memory and get an Emotional reaction and then the result needs to be Action.
For those interested in how this works this is the book for you.