Brainfluence Book Review

Roger Dooley’s book Brainfluence explores marketing decision-making and consumer behavior from a neuroscience and behavior research perspective. In 286 pages, 14 sections, and 100 short chapters, the author presents a clear argument: smarter marketing requires understanding how customers’ brains work (defined by Dooley as “neuromarketing”) so sellers can achieve successful results with less financial expenditure.

Founder of the marketing consultancy firm Dooley Direct LLC and co-founder of the notable College Confidential website, Dooley has expertly distinguished himself in the direct neuromarketing industry. With an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee, the author provides intellectual analysis to the subject material. In describing relevant real-life situations and empirical studies, the book offers actionable neuromarketing strategies in a concise manner. In my opinion, Brainfluence delivers the ‘hottest’ selling trends in a delightful and edgy ‘what-to-do and what-not-to-do’ angle; I highly recommend this book to anyone who wishes to take their advertising efforts to a new level and spark happier customers.

Brainfluence takes readers on a journey of how the human brain responds to certain sensory and cognitive marketing stimuli. As an author, Dooley likes to get to the chase. He does not ramble on facts or stories unnecessarily—he knows what readers want: the cold hard facts. Facts that will make our small businesses grow and our large businesses thrive. As a long-time entrepreneur, Dooley seasons his arguments with recent statistics and personal anecdotes, giving each chapter a bit of spice that you simply cannot ignore. Dooley takes a topical and succinct approa...

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... jokes aside, Brainfluence is written and organized so straightforwardly—even a fifth grader would be able to get through it. Each theme is structured into small and absorbable paragraphs; each sentence is purposeful, informational, and eye-catching. Repetition is implemented when needed, and no ‘fancy’ terms are used unless Dooley goes in-depth about a subject. Simple and clear. No muss, no fuss.

In conclusion, I am happy Professor Lynn recommended this book to his Consumer Behavior class. It helped me further understand the psychological and scientific elements that play a role in neuromarketing decision-making—who knew consumer behavior was so complex? I recommend this book to marketers, analysts, consumers, and students that are totally fascinated by the topic—just as I am.

Works Cited: Dooley, R. (2012). Brainfluence. Hoboken, NJ: John Wiley & Sons, Inc.