Recommended Books

Here is an up-to-date list of references to books that focus on neuromarketing. If you have any other suggestions for reading, please contact me.

  1. Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers from the Very First Sentence (2012), by Lisa Cron
  2. Neuromarketing and Business Ethics: A recap of neuroscientific methods in marketing and rehash of the theoretical background for an ethical approach (2012), by Peter Gatterer
  3. Neuromarketing in the B-to-B Sector: Importance, potential and its implications for Brand Management (2012), by Friedrich Gentner (BOOK REVIEW)
  4. The Consumer Mind: Brand perception and the implications for marketers (2012), by Pepe Martinez (BOOK REVIEW)
  5. Cracking the Code: Leveraging Consumer Psychology to Drive Profitability (2012), by Steven S. Posavac
  6. Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing (2012), by Douglas Van Praet 


  1. The Intuitive Compass: Why the Best Decisions Balance Reason and Instinct (2011), by Francis P. Cholle
  2. Neuroscience of Preference and Choice: Cognitive and Neural Mechanisms (2011), by Raymond J. Dolan
  3. Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (2011), by Roger Dooley (BOOK REVIEW)
  4. Who’s in Charge? Free Will and the Science of the Brain (2011), by Michael S. Gazzaniga
  5. Neuromarketing in Action: How to Talk and Sell to the Brain (2013), by Patrick M. Georges, Anne-Sophie Bayle-Tourtoulou, Michel Badoc
  6. Thinking, Fast and Slow (2011), by Daniel Kahneman
  7. Brandwashed: How Marketers and Advertisers Obscure the Truth, Manipulate Our Minds, and Persuade Us to Buy (2011), by Martin Lindstrom
  8. The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand (2011), by Erik Du Plessis (BOOK REVIEW)
  9. Neuromarketing: Validity and Deploy Within Marketing (2011), by Robert Schønthal Preuss
  10. Neurobranding (2012), by Peter Steidl


  1. The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home (2010), by Dan Ariely
  2. The Right Sensory Mix: Targeting Consumer Product Development Scientifically (2010), by Diana Derval (BOOK REVIEW)
  3. Foundations of Neuroeconomic Analysis (2010), by Paul W. Glimcher
  4. About Face: The Secrets of Emotionally Effective Advertising (2010), by Dan Hill (BOOK REVIEW)
  5. Emotionomics: Leveraging Emotions for Business Success (2010), by Dan Hill (BOOK REVIEW)
  6. The Two Halves of the Brain (2010), by Kenneth Hugdahl and René Westerhausen (Eds.) (BOOK REVIEW)
  7. How we Decide (2010), by Jonah Lehrer (BOOK REVIEW)
  8. Sleights of Mind: What the Neuroscience of Magic Reveals about Our Everyday Deceptions (2010), by Stephen L. Macknik, Susana Martinez Conde, Sandra Blakeslee
  9. Buyology: Truth and Lies About Why We Buy (2010), by Martin Lindstrom (BOOK REVIEW)
  10. Brand Sense: Sensory Secrets Behind the Stuff We Buy (2010), by Martin Lindstrom (BOOK REVIEW)
  11. The Buying Brain: Secrets for Selling to the Subconscious Mind (2010), by A. K. Pradeep (BOOK REVIEW)
  12. Essential Neuroscience (2010), by Allan Siegel, Hreday N. Sapru
  13. Neuromarketing: A Peep into Consumers Minds (2010), by Deepali Singh, J.K. Sharma, K.K. Deepak
  14. Shopper Marketing: How to Influence Consumer Decision Making at the Point of Purchase (2010), by Markus Stahlberg, Ville Maila
  15. Neuromarketing. Exploring the Brain of the Consumer (2010), by Leon Zurawicki (BOOK REVIEW)


  1. The Human Brain Book (2009), by Rita Carter
  2. Mindfield: How Brain Science is Changing Our World (2009), by Lone Frank
  3. Neuroeconomics: Decision Making and the Brain (2009), by Paul W. Glimcher, Colin F. Camerer, Ernst Fehr, Russel A. Poldrack (Eds.) (BOOK REVIEW)
  4. Eyetracking Web Usability (2009), by Jakob Nielsen, Kara Pernice
  5. Inside the Mind of the Shopper: The Science of Retailing (2009), by Herb Sorensen
  6. Neuro Web Design: What Makes Them Click (2009), by Susan M. Weinschenk


  1. Predictably Irrational: The Hidden Forces our Decisions (2008), by Dan Ariely (BOOK REVIEW)
  2. The Advertised Mind (2008), by Erik du Plessis (BOOK REVIEW)
  3. Why We Buy: The Science Of Shopping (2008), by Paco Underhill
  4. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers (2008), by Gerald Zaltman


  1. The Brain that Changes Itself (2007), by Normal Doidge
  2. Your Brain is (Almost) Perfect: How We Make Decisions (2007), by Read Montague
  3. Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain (2007), by Patrick Renvoise
  4. Your Money and Your Brain: How the New Science of Neuroeconomics Can Help Make You Rich (2007), by Jason Zweig


  1. Decartes’s Error: Emotion, Reason, and the Human Brain (2005), by Antonio Damasio
  2. Neuromarketing: Is There a ‘Buy Button’ in the Brain? Selling to the Old Brain for Instant Success (2005), by Patrick Renvoise


  1. How Customers Think: Essential Insights into the Mind of the Market (2003), by Gerald Zaltman

Before 2000’s:

  1. The Hidden Persuaders (1984), by Vince Packard

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