Chris's Reviews > Neuromarketing for Dummies

Many great people want to solve the challenges of our time. That's why they create services and products to improve people's life. Using them seems very beneficial from a rational point of view. But no one uses them. Even if people told them they would use the services. Great behavioral researchers like Kahneman or Gigerenzer have shown that it is not enough to rely only on what customers say. It is even more important to take into account how they actually make decisions and behave. New insights from neuroscientists can be a good addition to gain a broader understanding of these processes.

If the first paragraph was surprising to you, then you should take a closer look at this book. Otherwise, the book may be a disappointment to you. Although the book has the fancy buzzword "neuromarketing" in the title, the authors don't really address how neuroscience can improve marketing. Instead, they give a good overview of key findings in behavioral science and how they can be applied in various areas of marketing. Only in the last chapters do they explicitly address neuroscience methods. But as in the previous chapters, some sections are very repetitive. In summary, I can't really understand why this book is so popular. I hope there are better books on this fascinating subject. Otherwise, it would be time to write one.