In an era where data meets emotion, marketing is no longer just art—it’s becoming a brain science. Through tools like brain imaging, eye-tracking, and artificial intelligence, marketers can now measure attention, decode emotional reactions, and anticipate purchase intentions—often before the consumer is even aware of making a decision.

In The Impact of Neuroscience on Marketing, Léwis Verdun explores the rapid rise of neuromarketing. Published by Five Minutes in the Business Essentials collection, this short yet insightful book provides a clear and accessible overview of how neuroscience, behavioral psychology, and technology are converging to reshape consumer outreach.

What this book offers is not manipulation—it’s a scientific response to an often-overlooked fact: 90% of our purchase decisions are made subconsciously.

The Brain: A Silent Decision-Maker

We often believe our choices are rational. In reality, emotions drive our purchasing decisions long before logic kicks in. Neuroscience reveals several powerful cognitive biases that influence behavior:

  • The halo effect: A positive impression of one element (e.g., a logo or celebrity) improves perception of the entire product

  • Scarcity bias: Items framed as limited become more attractive

  • Emotional resonance: Specific images or words activate emotional areas of the brain, increasing recall and preference

With tools like fMRI, EEG, and fNIRS, marketers can now track which brain regions activate in response to packaging, ads, or user experiences—offering invaluable insight into what truly captivates consumers.

From Cola Wars to TikTok: Real-World Case Studies

The book revisits famous neuromarketing experiments. One standout: brain scans showed participants preferred the taste of Pepsi in blind tests, but chose Coca-Cola when the brand was revealed, due to its emotional branding power.

Other key examples include:

  • Frito-Lay redesigned its chip packaging after brain scans showed women had negative reactions to shiny, greasy bags

  • Apple ads stimulated regions linked to aesthetics and identity—explaining its loyal fan base

  • TikTok and Google use real-time emotional feedback to adjust content and ad delivery for higher engagement

These case studies prove a critical point: our brains react to brand signals before we can articulate why.

2025 and Beyond: New Frontiers in Neuro-Marketing

The author also explores groundbreaking tools shaping the future of the field:

  • Emotion-sensitive AI: Algorithms analyze facial micro-expressions and vocal tone to deliver personalized messages

  • Immersive augmented reality: Brands create emotionally engaging experiences that activate multiple senses

  • Brain-computer interfaces (BCIs): Emerging technology that detects boredom, interest, or cognitive overload in real time

These innovations mark a shift toward predictive, empathetic marketing, capable of adapting content to individual moods and mental states.

Where Do We Draw the Line? The Ethics of Brain-Based Marketing

With great power comes ethical responsibility. The book raises vital questions:

  • Can marketers track emotional or neural responses without infringing on mental privacy?

  • Should brain-monitoring technologies be restricted in advertising to minors?

  • Are consumers truly able to consent to such deep-level behavioral tracking?

Verdun emphasizes that transparent use of neuro-tools, legal safeguards, and informed consent are essential to avoid abuse.

Toward Empathetic and Efficient Marketing

Rather than promoting manipulation, the book advocates for a balanced approach: using neuroscience to understand the human mind—not exploit it.

Actionable recommendations include:

  • Designing content that resonates emotionally but respects autonomy

  • Leveraging brain-based metrics to refine messaging, not dictate behavior

  • Blending creativity, authenticity, and scientific insight for sustainable impact

This emerging paradigm, termed “empathetic marketing,” aligns emotional intelligence with technological power to build trust and loyalty.

The Impact of Neuroscience on Marketing is a timely and essential guide for marketers, entrepreneurs, UX designers, communication specialists, and students who want to stay ahead in a field where brain science meets consumer behavior.

With real-world examples, ethical reflections, and practical takeaways, the book equips readers to rethink their approach to branding, storytelling, and customer engagement.

Discover The Impact of Neuroscience on Marketing now on the Five Minutes website!