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.