However, we and our clients have dismissed them. after a few years of intensive study, as silly, unformed salesman’s hype. Too bad really – but predictable.

This book and the business practices of neuromarketing are deeply dishonest.

No, these theories and ideas are both unproven, unpracticed and mainly untestable. They skim the surface of brain research and most brain
research now is just wrong – as any new science will be. Any attempt to then apply neuroscience in practical ways to clinical setting under medical supervision, let alone business, let alone marketing is just false and a misleading sales scam.

We have interacted wit the author in extended Linked In discussions and the ideas are easily debunked.

For example, the evidence is strong, over ten years, and increasing that there is no such thing as “free will”, decision making, cognitive control of behavior and that emotions happen after the brain directs behavior so are not causal but merely correlated.

Basically, subjective experience is pretty meaningless. Simple logic tells us that if conscious decision making and emotions were important to behavior — we would find it in other animals, of course.