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The Brain Science Of Buying

Latest research on the brain and behavioral science of what makes people make the decision to buy.

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The Brain Science
Of Buying
Susan Weinschenk, Ph.D.
Aka “The Brain Lady”
@thebrainlady
susan@theteamw.com
People buy when they feel
confident of their decision.
1
Andrea Insabato, Mario Pannunzi, Edmund T. Rolls, Gustavo Deco. Confidence-Related Decision
Making. Journal of Neurophysiology,1 July 2010 Vol. 104 no. 1, 539-547 DOI: 10.1152/jn.01068.2009
This is an unconscious process that
can result in a single neuron firing.
1
Adam Kepecs, Naoshige Uchida, Hatim A. Zariwala1& Zachary F. Mainen. Neural correlates,
computation and behavioural impact of decision confidence
Nature 455, 227-231 (11 September 2008) | doi:10.1038/nature07200
The only thing that matters is getting
the person to feel confident enough
that the “buying neuron” fires.
1
Dopamine is released when
people anticipate, not when they
get the reward.
2
2
Robert Sapolsky, Professor of Biology and Neurology, Stanford, University.

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The Brain Science Of Buying

  • 1. The Brain Science Of Buying Susan Weinschenk, Ph.D. Aka “The Brain Lady” @thebrainlady susan@theteamw.com
  • 2. People buy when they feel confident of their decision. 1 Andrea Insabato, Mario Pannunzi, Edmund T. Rolls, Gustavo Deco. Confidence-Related Decision Making. Journal of Neurophysiology,1 July 2010 Vol. 104 no. 1, 539-547 DOI: 10.1152/jn.01068.2009
  • 3. This is an unconscious process that can result in a single neuron firing. 1 Adam Kepecs, Naoshige Uchida, Hatim A. Zariwala1& Zachary F. Mainen. Neural correlates, computation and behavioural impact of decision confidence Nature 455, 227-231 (11 September 2008) | doi:10.1038/nature07200
  • 4. The only thing that matters is getting the person to feel confident enough that the “buying neuron” fires. 1
  • 5. Dopamine is released when people anticipate, not when they get the reward. 2
  • 6. 2 Robert Sapolsky, Professor of Biology and Neurology, Stanford, University.
  • 8. Don’t be afraid to make people wait. Build up that state of excited anticipation. But make sure you deliver. 2
  • 9. Most decisions are made unconsciously. 3
  • 10. John-Dylan Haynes, a neuroscientist at the Max Planck Institute for Human Cognitive and Brain Sciences in Leipzig, Germany Chun Siong Soon, Marcel Brass, Hans-Jochen Heinze & John-Dylan Haynes. Unconscious determinants of free decisions in the human brain. Nature Neuroscience April 13th, 2008. Researchers could predict what choice people would make 7-10 seconds before they themselves were even aware of having made a decision. 3
  • 11. Don’t rely on what people say. 3
  • 12. Most buying decisions involve emotions and feelings, not just logic and reasoning. 4
  • 13. If you can’t feel emotions then you can’t make decisions thanks to the ventro-medial pre-frontal cortex (vmPFC) 4 Bechara A, Tranel D, Damasio H (2000) Characterization of the decision-making deficit of patients with ventromedial prefrontal cortex lesions. Brain 123:2189–2202.
  • 14. What is brand loyalty? When people feel loyal to a brand the decision to buy is easy. 4
  • 15. Make them feel (or they won’t decide to buy). 4
  • 16. People make EITHER a goal- directed value buying decision OR they buy from habit. But not both. 5
  • 17. Goal-directed/value decisions are made in the orbitofrontal cortex (OFC). Habit takes over when the OFC is quiet. 5 Christina M. Gremel, et, al, Endocannabinoid Modulation of Orbitostriatal Circuits Gates Habit Formation. Neuron May 2016.
  • 18. You can turn on the orbitofrontal circuit with light pulses. 5 Christina M. Gremel, et, al, Endocannabinoid Modulation of Orbitostriatal Circuits Gates Habit Formation. Neuron May 2016.
  • 19. Do you know whether your product/service is goal-directed or habitual? 5
  • 20. 1. People buy when they feel confident of their decision. 2. Dopamine is released when people anticipate, not when they get the reward. 3. Most decisions are made unconsciously. 4. Most buying decisions involve emotions and feelings, not just logic and reasoning. 5. People make EITHER a goal-directed value buying decision OR they buy from habit. But not both. The Brain Science of Buying
  • 23. THANK YOU! The Team W, Inc. @thebrainlady 847-909-5946 www.theteamw.com info@theteamw.com