BRAIN VIEW
Warum Kunden kaufen
(Why customers buy)
Author:  Dr. Hans-Georg Häusel
€ 29,80
ISBN: 978-3-448-08746-8, Haufe

Short description:
What constitutes the innermost motivation of the customer and consumer? Why does he buy? However, above all, the question is: What can you do to make him buy more?
On the basis of new and fascinating findings from the realm of brain research, Dr. Hans-Georg Häusel lets the reader in on the secret of what really goes on in the customer’s mind. At the same time, he shows why it is time to look at the customer in a completely different light:

• There is no such thing as a rational consumer who makes conscious decisions in buying products. More than 70 % of his decisions are made subconsciously and still, the customer has very little influence on the remaining 30 %.
• Many buying signals (“cues”) of a product or service are implemented by the brain directly in buying behaviour without the customer being aware of this process at all.
• The changes in the neurotransmitters and hormones in the brain often provide a better prediction in regard to the actual buying behaviour of the customer than any customer survey.
• Products or services which do not evoke any emotions are worthless for the brain.
• There are significant differences between the brain of a man and that of a woman. Women buy in a completely different manner and look at products with completely different eyes than men do.
• As we age, our brain changes enormously. Therefore, the buying behaviour of the youth is completely different from that of senior citizens.

If you use and implement these findings consistently in sales, marketing and product development, you will increase the success of your brand, product or service substantially.