The only guide you'll ever need to the ultimate business frontier-the human brainNeuroscience today offers extraordinary insights into how the brain affects every aspect of modern life. As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more that are designed to appeal directly and powerfully to our brains.The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy things, and also probes deeper questions on how this new knowledge can enhance customers' lives. By putting the latest research at your fingertips, The Buying Brain gives you the key to Better product concepts, design, prototypes, and formulation Highly effective packaging, pricing, advertising, and in-store marketing Building stronger brands that attract deeper consumer loyalty Customer service that truly has the customer's mind in mindA highly readable guide to some of today's most amazing scientific findings, featuring beautiful graphics showing brain function and practical examples relevant to business, The Buying Brain is the only guide you'll ever need to the ultimate business frontier-the human brain.