Intuitive Marketing What Marketers Can Learn from Brain Science
Intuitive Marketing: What Marketers Can Learn from Brain Science by Stephen James Genco, published by Intuitive Consumer Insights LLC on September 30, 2019, offers a comprehensive exploration of how modern brain science can enhance traditional marketing practices. This 400-page book delves into a new marketing theory that moves away from conventional persuasion tactics, advocating for a more intuitive approach that respects consumers’ intelligence and autonomy.
Readers will find a variety of intuitive marketing strategies illustrated throughout the text, emphasizing the importance of cognitive mechanisms such as unconscious association, familiarity, and trust. The book discusses how marketers can effectively shape and satisfy consumer needs by connecting with their innate aspirations and identity. By highlighting the limitations of persuasion as a marketing strategy, Intuitive Marketing presents a framework for building lasting relationships with customers, making it a relevant resource for those interested in the intersection of business, economics, and psychology.
Official synopsis Publisher
Intuitive Marketing explores the many ways traditional theories and practices of marketing can benefit from the insights and discoveries of modern brain science. It proposes a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as “patsies.” Examples of intuitive marketing strategies are presented throughout the book, illustrating how marketers can both shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers’ innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers.
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