Brainfluence Book Summary - Brainfluence Book explained in key points
Listen to the Intro
00:00

Brainfluence summary

Roger Dooley

100 Ways to Persuade and Convince Consumers with Neuromarketing

4 (102 ratings)
15 mins

Brief summary

Brainfluence by Roger Dooley explores the intersection of neuroscience and marketing, revealing how understanding the brain can lead to better persuasion, customer engagement, and ultimately, increased sales.

Table of Contents

    Brainfluence
    Summary of 6 key ideas

    Audio & text in the Blinkist app
    Key idea 1 of 6

    Reduce the feeling of pain during the buying experience and even tightwads will buy.

    We’ve all had the experience of buyer’s remorse, that feeling of regret after having made a purchase becomes. Sometimes it’s more than just a feeling – shopping can cause real pain.

    Indeed, purchases themselves can activate the brain’s pain center. In a Carnegie Mellon University and Stanford University experiment, subjects were presented with cash before being placed in a functional magnetic resonance imaging (fMRI) machine to record their brain activity. They were then offered items at a certain price – some items were offered at a bargain and others were a raw deal.

    Interestingly, researchers could accurately predict whether or not the subject would buy an item or keep the cash just by looking at his or her brain scans and seeing how much pain they were feeling.

    However, it’s not just the amount of money we part with that’s important for the brain’s pain center, but also the context. For instance, losing 75 cents to a vending machine can be far more aggravating than spending thousands on a car.

    So if you want to sell to even the most miserly tightwads, you’ll need to minimize the pain they feel when they buy. But how?

    Above all else, you should make the price seem like a bargain, or at least appear fair. If you’re selling a $120 annual membership to your gym, you can make this amount seem smaller by selling it for “only $10 per month” or “33 cents per day.”

    Similarly, appealing to important needs over unnecessary pleasures is a particularly good strategy for selling to tightwads. For example, a Carnegie Mellon University study began by using a survey to situate participants along the “Tightwad-Spendthrift Scale” and then offered massages, both in terms of a massage for pleasure and also as a way to relieve back pain. The results showed that tightwads were 26 percent less likely than the spendthrifts to buy a massage for pleasure, but when the massage was described as relieving back pain, tightwads were only 9 percent less likely to buy it.

    Want to see all full key ideas from Brainfluence?

    Key ideas in Brainfluence

    More knowledge in less time
    Read or listen
    Read or listen
    Get the key ideas from nonfiction bestsellers in minutes, not hours.
    Find your next read
    Find your next read
    Get book lists curated by experts and personalized recommendations.
    Shortcasts
    Shortcasts New
    We’ve teamed up with podcast creators to bring you key insights from podcasts.

    What is Brainfluence about?

    Brainfluence (2012) explores the unconscious thoughts and motivations that influence our decision-making process, and offers tips and tricks on how savvy marketers can exploit them. By understanding the mechanisms that cause us to buy (or not buy), you can increase your sales while keeping your customers happier.

    Brainfluence Review

    Brainfluence (2011) by Roger Dooley is a fascinating book that explores the hidden ways in which our brains are influenced in decision-making and behaviors. Here's why this book is worth reading:

    • Provides insightful techniques backed by scientific research, enabling readers to understand and leverage the subconscious cues that influence human behavior.
    • Offers a wide range of practical examples and case studies from various industries, making the book relatable and applicable to different contexts.
    • Dooley's engaging and accessible writing style creates an enjoyable reading experience, ensuring the content is never boring and making complex concepts easy to grasp.

    Best quote from Brainfluence

    Pricing and the product itself need to be optimized to minimize the pain of paying.

    —Roger Dooley
    example alt text

    Who should read Brainfluence?

    • Marketers, managers and business owners, as well as those in the nonprofit sector
    • People whose jobs depend on making sales
    • Anyone interested in how to best get their message across

    About the Author

    Richard Dooley is an entrepreneur and marketer, and founder of the marketing consultancy Dooley Direct LLC. He is also the author of the blog Neuromarketing

     

    [Roger Dooley: Brainfluence] copyright [2011], John Wiley & Sons [Inc. or Ltd. as applicable] Used by permission of John Wiley & Sons [Inc. or Ltd. as applicable] and shall not be made available to any unauthorized third parties.

    Categories with Brainfluence

    Book summaries like Brainfluence

    People ❤️ Blinkist 
    Sven O.

    It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.

    Thi Viet Quynh N.

    Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.

    Jonathan A.

    Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.

    Renee D.

    Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.

    People also liked these summaries

    4.7 Stars
    Average ratings on iOS and Google Play
    31 Million
    Downloads on all platforms
    10+ years
    Experience igniting personal growth
    Powerful ideas from top nonfiction

    Try Blinkist to get the key ideas from 7,000+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.

    Start your free trial

    Brainfluence FAQs 

    What is the main message of Brainfluence?

    The main message of Brainfluence is how to use neuroscience and psychology to influence people's behavior.

    How long does it take to read Brainfluence?

    The reading time for Brainfluence varies, but it typically takes a few hours. The Blinkist summary can be read in just 15 minutes.

    Is Brainfluence a good book? Is it worth reading?

    Brainfluence is worth reading because it offers valuable insights on how to understand and influence the human brain.

    Who is the author of Brainfluence?

    The author of Brainfluence is Roger Dooley.

    What to read after Brainfluence?

    If you're wondering what to read next after Brainfluence, here are some recommendations we suggest:
    • The Brain Sell by David Lewis
    • Phishing for Phools by George A. Akerlof and Robert J. Shiller
    • Age of Propaganda by Anthony Pratkanis and Elliot Aronson
    • Neuromarketing by Patrick Renvoisé & Christophe Morin
    • Emotional Blackmail by Susan Forward with Donna Frazier
    • Buyology by Martin Lindstrom
    • Influence by Robert B. Cialdini
    • Mindset by Carol Dweck
    • Marketing Artificial Intelligence by Paul Roetzer & Mike Kaput
    • In Sheep’s Clothing by George Simon Jr.