Review: Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley

By Emma Alvarez Gibson

Featuring 100 case studies and simple, practical suggestions for implementing their neuromarketing concepts, Roger Dooley’s Brainfluence is a tool every marketer needs, regardless of business size or scope. For the uninitiated, Dooley’s explanation of Neuromarketing is as follows:

Neuromarketing is the application of neuroscience to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements. In some cases, the brain responses measured by these techniques may not be consciously perceived by the subject; hence, this data may be more revealing than self-reporting on surveys, in focus groups, etc.

With short chapters and a warm, engaging tone, the book goes a long way towards taking the highfalutin whiff of academia out of neuromarketing. (Given the general paranoia the topic has caused lately, that seems a wise move.)

Each chapter focuses on one case study, explaining the need, methodology, and outcome, and then discusses the ways in which various sectors might use the same philosophies to increase business. It’s a fascinating, entertaining read, and because the chapters are self-contained, it’s as easy to pick up and flip through for a quick hit of inspiration as it is to spend an hour or two reading the book straight through.

Either way, Brainfluence is destined to become a classic. (Mark my words! You heard it here first.)

For more information or to order Brainfluence, visit the author’s website. A video trailer for the book can be found here.



Emma is a cheerfully obsessive writer, editor and creative gun-for-hire.  She’s had a hand in all types of media, at every step in the process. Jack Move is her fifth from-scratch magazine. (Clearly, this has become A Thing.) She lives in Los Angeles with her husband and son. Follow her on Twitter (@ealvarezgibson) and find out more at

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