Douglas Van Praet's Unconscious Branding

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In Douglas Van Praet’s Unconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing, the author attempts to lead the audience away from traditional marketing theory; he calls for the reader to leave behind the days where marketers trust what focus groups say, and delves deep into the subconscious to find what customers are truly after. Van Praet’s purpose for writing this text is to show that, “the lessons they (scientific insights) teach have revolutionary implications on how we do business at a time when economic improvement and better business models are so desperately needed” (XII). In the text, Van Praet argues the importance of neuroscience in marketing, and invites the reader to leave behind preconceived notions about marketing. Van Praet divides his argument into two parts. In the first portion, the author seeks to display to the reader the science behind his theory. First, Van Praet works to dispel the “myth of marketing;” in this the author claims that focus groups and traditional marketing techniques are not accurate, because they do not tell the whole story; in fact, he would argue that they do not even tell the truth. Van Praet claims that, biologically, humans are all individually wired for the decisions they make. Alternatively, Van Praet’s theory is in conflict with what is taught on market research in “Chapter Ten” of Marketing, by Dr. Dhruv Grewal and Dr. Michael Levy. The textbook relates marketing in the traditional ways, where the

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