Dopaminomics. A Guide to Managing Attention, Emotions and Desires

The book is about how our decisions are actually formed. It will help buyers learn how to recognize and neutralize manipulations, and it will show marketing specialists how to apply data from neuroscience to influence people’s choices more precisely. We’re used to believing that we make our own decisions—what to drink in the morning, what smartphone to buy, and which sneakers to choose. But a significant portion of decisions is made automatically, without conscious involvement. While it may feel like the choice is rational, marketing tools are already shaping emotions: dopamine nudges us to seek novelty, cortisol strengthens the fear of missing out, and oxytocin increases trust in the brand. The author breaks down the principles of neuromarketing and explains that brands more often don’t convince directly, but shape subconscious attitudes. Inside you’ll find examples of Russian and international companies, a set of techniques and tools used by marketers and salespeople, as well as practical ways to notice hidden influence and protect yourself from it. The book is intended for marketers and brand managers working on increasing brand appeal, audience loyalty, and sales growth—and for everyone who wants to better understand marketing tricks and avoid falling for them.