Dopaminomics A Guide to Managing Attention, Emotions, and Desires

This book explores how people make decisions. It helps buyers protect themselves from manipulation and helps marketers use neuroscience to influence people’s decisions more precisely. You think you make every decision yourself: your morning coffee, your new smartphone, your stylish sneakers. But up to 95% of your decisions may have already been made for you. While we believe we are making conscious choices, marketers have long learned how to manipulate our emotions. Dopamine drives us to seek new experiences, cortisol makes us fear missing out, and oxytocin builds trust in brands.

This book reveals the mechanisms of neuromarketing and shows that brands do not persuade—they plant ideas directly into our subconscious. Inside, you will find case studies of global and Russian brands, tools used by marketers and salespeople, and techniques that help you detect manipulation.

Who is this book for? For marketers and brand managers tasked with increasing brand appeal, customer loyalty, and product sales. And for anyone who wants to protect themselves from marketing tricks.