Dofaminomics. A Guide to Managing Attention, Emotions, and Desires

This book is about how people make decisions: it will help consumers protect themselves from manipulation, while marketers can use neuroscience to more accurately influence people's decisions.

Are you sure that every choice you make is yours: coffee in the morning,... a new smartphone, brand-name sneakers? But 95% of decisions have already been made for you. And while we think we're making conscious choices, marketers have long learned to manage our emotions. Dopamine drives the pursuit of new experiences, cortisol frightens us with missed opportunities, oxytocin fosters trust in brands.
This book uncovers the mechanisms of neuromarketing and shows that brands do not convince - they implant ideas directly into our subconscious. Here you will find case studies from foreign and Russian brands, the tools that marketers and sellers use, as well as techniques that will help you recognize manipulation.