'Neuroscience Marketing'... "Why Does Coca-Cola Taste Better Than Pepsi-Cola?"

[Asia Economy Reporter Donghyun Choi] Why do we perceive Coca-Cola to taste better than Pepsi Cola? Why do we spend countless hours scrolling through Facebook’s news feed and find it hard to log out? Why is it so difficult to take our eyes off once we start watching YouTube or Netflix? Why do we believe original artworks hold more value than reproductions?

The new book Neuroscience Marketing delves into the gap between the external objective reality and our brain’s perception, exploring marketing strategies that influence consumers’ deeply embedded experiences of reality and bring fundamental changes to our behavior. It also offers fascinating insights by combining neuroscience, psychology, and decision science.

The authors argue that the gap between the external objective reality and the consumer’s subjective perception has opened new marketing opportunities, and brands use these opportunities to fundamentally transform our real-world experiences and behaviors. Ultimately, consumers remember and experience everything within the context of marketing, during which they develop affinity for certain brands, engage with them, and finally make decisions about which products to purchase.

This book examines the underlying factors behind consumer decisions and choices, explaining how our brain functions and how brands design consumer behavior. It details how brands embed themselves in the human brain, how platforms like Facebook and YouTube addict people, and how the future of marketing will change with technologies developed to unimaginable levels, such as deepfake.

Furthermore, through the neuroscience formulas hidden within marketing strategies that captivate and excite our minds, it thrillingly uncovers the secrets of human economic activity. It also provides an opportunity for readers to view their own consumption behavior objectively and better understand themselves as consumers.