Dopaminomics. 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 influence people's decisions more precisely.

Are you sure that every choice you make is your own: coffee in the mornings, a new smartphone, designer sneakers? But 95% of decisions have already been made for you. And while we think we are deciding consciously, marketers have long learned to manage our emotions. Dopamine drives the pursuit of new experiences, cortisol frightens with the fear of missed opportunities, and oxytocin provides trust in brands.
This book uncovers the mechanisms of neuromarketing and shows that brands do not persuade—they implant ideas directly into our subconscious. Here you will find case studies of foreign and Russian brands, tools that marketers and sellers use, as well as techniques that will help you recognize manipulation.