Books by Erik Du Plessis

Explore the developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, including personality, consumer behaviour, decision making and market segmentation.

Draws on the research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. This title uses research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised.