The Brain Sell: How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop

Retailers use the anchoring heuristic as a hidden persuader to influence shoppers’ judgment about whether or not a store offers value for money. One way of doing this is by what are called “destination goods” or “known value items” (KVIs).

customers depend on the appearance of the product when deciding how to categorize it and whether or not to buy.

“gambler’s fallacy,” the decision-making error whereby after a string of losses, people increasingly conclude that they must be due for a win.

Cool colors, such as blue and green, make customers feel more relaxed, while those with a long wavelength, such as orange and red, are

brain activity while watching was different to that while reading. In front of the television more slower alpha waves were recorded, suggesting a relaxed frame of mind. When reading a magazine, by contrast, the brain waves were dominated by faster, attention-related beta waves.

Want-needs as distractions

The first way is by making most purchasing decisions subconsciously; the second by categorization; and the third by utilizing speedy but simple rules of thought, known as heuristics.

Data provided in the form of images reduced the mental effort required to make sense of them by around 20 percent. Not only did our subjects perform the task more efficiently, they had better subsequent recall of the information.

statements of personal inadequacy. We are warned that we are too fat or bald, too pimply or wrinkled, that we risk being bad parents, lousy lovers, inadequate hosts, or ungrateful guests. Our personal relationships may be ruined by body odor, dandruff, skin that is too dry or too oily, indigestion, heartburn, or stained teeth. In short, almost ever