El código de la persuasión

Since the beginning of time, humans have tried to control each other. Scholars and researchers have developed countless persuasion theories, but billions of dollars are still wasted on ads or campaigns that fail to attract attention or motivate people to action. Drawing on nearly two decades of research on the effect of advertising and sales messages on the human brain applied successfully to more than 200,000 executives worldwide, Christophe Morin and Patrick Renvoise offer the first comprehensive persuasion model based on latest research in neuroscience, media psychology, and behavioral economics. Presented in simple terms and within the reach of any reader, this book examines how persuasive messages affect critical brain functions such as attention, emotions, cognitive effort, and decision-making. Most importantly, it guides you through a simple step-by-step process called NeuroMap that provides the most efficient way to craft messages that can persuade anyone, anywhere, anytime.