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

shopping an emotionally engaging, self-satisfying one if they seek repeat visits.
    Traditions develop and concepts, ideas, patterns, folklore, and customs are passed down through generations. Eventually, small, tightly bound groups begin to migrate, to explore, to adapt. One hundred thousand years later, they—we—have conquered the Earth, and are beginning to explore the planets and galaxies that surround it.
    Day One
    And it all started with the debut of our large, multilayered brains, first in evidence 100 millennia ago. On a typical day on that dry savannah, you awake with the sun, hungry and perhaps cold. Your goal-oriented brain pro-pels you to seek food. Grabbing your spear, you go out, and away from your shelter. Your anxiety level is high; your senses are on alert, ears monitoring every crunch of dry grass; eyes scanning the horizon; nose filtering the scents of animals, water, and plants; your mouth is dry, and every muscle is tense and at the ready. Your breathing is fast and your heart rate is elevated.

    P1: OTA/XYZ
    P2: ABC
    c03
    JWBT296-Pradeep
    June 7, 2010
    10:3
    Printer Name: Courier Westford, Westford, MA
    Your Customer’s Brain Is 100,000 Years Old
    21
    Goal-driven behavior is the frontal lobe’s command to the body to seek and find what it needs most. This type of pressing, urgent search mode prompts the brain to scan for novel or precisely-attuned messages or images that satisfy its consuming goal. When dealing with products or messages that have an indispensable place in consumer’s lives, provide clutter-free, clear, accurate directions for finding and obtaining the goal. In advertising, packaging, and in-store merchandising, use active verbs and dominant imagery to tell the brain “What you need is here.”
    Some two hours into your journey, your eyes, ears, and nose alert you: Something is moving in the tall grass. Is it friend or foe? You freeze, hold your breath, and wait. Soon, a tail switches and a leopard rises to meet your gaze.
    In blazing speed, your brain calculates your next move. The leopard is faster than you are. Should you flee? Your spear is deadly and you have not eaten in days. Do you fight? In milliseconds, the answer is determined.
    The leopard, too, is hungry, starving from the drought. In her eyes, you see stark determination as the big cat growls softly, showing you her teeth. Her whiskers tremble as she moves into high alert mode. She made her life-and-death decision the moment she rose to meet you from her hidden spot in the tall grass. You are two predators, each deadly, each hungry. Only one of you will survive this confrontation.
    Your heart pounds as you advance, your body sweats, your muscles tremble as you confront today’s life and death scenario. The fighting is brief but ruthless.
    Wounded and bleeding, you manage to drive the spear home. As the leopard collapses, your body is flooded with endorphins, a feel-good hormone that produces feelings of euphoria. Your mouth waters at the prospect of food. You drag the heavy cat back over the miles you’ve come, fighting back scavengers all along the way. When you limp back to your shelter, the members of your tribe greet you with joy, prepare your prize for eating, and mend your wounds.
    The reward circuits in your brain light up as the feeling of pride and accomplishment settles deep into your psyche, driving you to go out and hunt another day.
    When the brain comes across a “rewarding behavior” (one that it wants to be repeated or continued), it releases a potent dose of dopamine as a powerful reward to motivate trial and repetition, Over time, repeated behaviors that spark the reward circuits lay down neurological pathways to prompt the performance of those behaviors with greater ease and frequency. The P1: OTA/XYZ
    P2: ABC
    c03
    JWBT296-Pradeep
    June 7, 2010
    10:3
    Printer Name: Courier Westford, Westford, MA
    22
    The Buying Brain
    pleasure/reward circuit—at its extreme—is responsible for everything from