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Find out how the mind works and why marketing and advertising fail so often. Because its managers do not know how the consumer's mind works. Technology advances, unstoppable, and society is transformed with it. We no longer consume as we did a decade ago, but communication, advertising and marketing agencies work the same as twenty years ago: they implement million-dollar strategies without understanding how the mind of today's consumer works. In a context in which things are worth more for what they mean than for what they are, in which the consumer is complex, changeable, with access to a huge amount of information, to different markets, channels and products, traditional methods They are not enough to sell a product or service. After conducting more than 500 investigations in different cultures and countries, studying hundreds of categories and products, Jürgen Klari? analyzes changes in consumer behavior and exposes, with dozens of real case examples, the mistakes that advertising campaigns have made and are making of major global brands. Likewise, he offers ten basic principles to interpret today's consumer and understand his behavior, thereby allowing him to really seduce him. This is the deepest and most current investigation into how our minds and behavior work: a book that will open the eyes of businessmen, publicists, and marketing professionals, but also anyone interested in understanding the most relevant motivations of human emotions.