SalesLab •|• Neuromarketing - application to marketing research, messaging and inte

The Three Brain Theory is something absolutely fantastic. It is a new way to look at why people do what they do, how they do it, why they do it, at different levels of interpretation of their behavior, and what they're going to say about it. Once you understand the 3 brain theory it will change your life and the way you look at advertising and product management, leadership, reward, recognition, loyalty.

"Do you prefer Pepsi or Coke? They taste the same, who cares?"

Moods, Minds, and Motivations - Measuring emotions for advertising results.

Neuromarketing, in one form or another, is now one of the hottest new tools of its trade. At the most basic levels, companies are starting to sift through the piles of psychological literature that have been steadily growing since the 1990s' boom in brain-imaging technology. Surprisingly few businesses have kept tabs on the studies - until now.

Kevin Roberts, the CEO of Saatchi and Saatchi Worldwide, claims to have found the formula to turn almost any product into an object of devotion. His big idea is the "lovemark".

What happens in our brain to make us feel fear, love, hate, anger, joy? Do we control our emotions or do they control us? Do animals have emotions? How can traumatic experiences in early childhood influence adult behaviour, even though we have no conscious memory of them? In the Emotional Brain, Joseph LeDoux investigates the origins of human emotions and explains that many exist as part of a complex neural system that evolved to enable us to survive. One of the principal researchers profiled in Daniel Goleman’s Emotional Intelligence, LeDoux is a leading authority in the field of neural science. In this provocative book, he explores the brain mechanisms underlying our emotions – mechanisms that are only now being revealed.

In this wondrously lucid and engaging book, renowned neurologist Antonio Damasio demonstrates what many of us have long suspected: emotions are not a luxury, they are essential to rational thinking. Descartes’Error takes the reader on an enthralling journey of scientific discovery, starting with the case of Phineas Gage – a construction foreman who in 1848 survived a freak accident in which a 3 1/2 foot iron rod passed through his head – and continuing on with Damasio’s experiences with modern-day neurological patients affected by brain damage. Far from interfering with rationality, his research shows us, the absence of emotion and feeling can break rationality and make wise decision making almost impossible.

“This book is an enlightening convergence of business theory, case study analysis, brain science, and human nature. Zaltman is to be commended for his vision and creativity. His work in marketing innovation is the most significant to come along in some time.” – Robert S. Scalea, Chief Strategy Officer, J. Walter Thompson North America

Price : 22 €

“Correctly applied, Gladwell’s theories could be used to run businesses more effectively, to turn products into runaway bestsellers, and perhaps most important, to alter human behaviour” – New York Times

Price : 22 €

With more than one quarter of a million copies sold worldwide, Influence has established itself as the most important book on persuasion ever published. In it, distinguished psychologist Robert B. Cialdini, Ph.D., explains why some people are remarkably persuasive and how you can beat them at their own game. You’ll learn the six psychological secrets behind our powerful impulse to comply, how skilled persuaders use them without detection, how to defend yourself against them - and how to put these secrets to work in your own behalf. This indispensable book guarantees two things: you’ll never again say “yes” when you mean “no”, and you’ll make yourself more influential than ever before.

Price : 14 €