Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains
About this audiobook
Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale?
You may not be aware of these details, yet they’ve been influencing you all along.
Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that.
With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more.
We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you’ll find a sharper image of your psychology, reflected in your consumer behavior.
This book will change the way you view not just branding, but yourself, too.
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About the author
Matt Johnson, PhD is a writer, researcher, and speaker. He received his PhD in Cognitive Psychology from Princeton University, where his dissertation focused on the neuroscience of language and communication. His research focus now is on applying this neuroscientific perspective to better understand consumer experience and decision-making. A contributor to major news outlets including Forbes, Entrepreneur, and Business Insider, he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. He advises both start-ups and large brands in his native Bay Area, and has worked with Nike as an expert-in-residence in Portland, Oregon. He is a professor at Hult International Business School in San Francisco, and lives in Oakland with his wife and two-year-old son.
Prince Ghuman started his first company while attending the University of California, San Diego. He went on to be the founding head of marketing at BAP, which was acknowledged as one of the fastest-growing companies in America for three consecutive years by Inc. Most recently, he held dual roles as the US Director of Consumer Marketing and the Global Director of B2B Marketing for OFX, a publicly traded FinTech company handling over $100 billion in international payments. He is currently a professor of neuromarketing at Hult International Business School in San Francisco, California. Both Matt and Prince are founders of PopNeuro.com, dedicated to the popularization of consumer science, and to the ethical application of neuromarketing in the business world.
Roger Wayne hails from small-town Minnesota. He served in the Air Force as a broadcast journalist in South Korea. After doing plays in early college he earned an acting scholarship and obtained his BA in communications and journalism. He worked as an actor for two years in Minneapolis and then moved to NYC, where he continues to work in TV, film, theater, and voice-over. He has recorded for video games, animation, and commercials, and he loves making books come to life. Roger lives in New York City. You can see what he's up to at rogerwayne.com.
