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Brain Science Not Ready to Replace Mad Men

June 3 (Bloomberg) -- Martin Lindstrom, the globe-trotting Danish branding expert, estimates that a whopping 90 percent of our buying decisions take place at a subconscious level. The author of the 2008 business best-seller “Buyology,” Lindstrom advises marketers to cut out the middlemen -- the buyers themselves -- and ask their brains directly: Will you buy our product? Forget focus groups and questionnaires. The brain is the route to the heart’s desire.

Lindstrom is part of an upstart generation of Mad Men known as neuromarketers. They apply the tools of neuroscience, such as functional MRI and brain-wave technologies, to learn how consumers’ brains react to ads and products.