ROGER DOOLEY is a globally recognized expert in applying neuroscience and behavioral science to marketing, persuasion, and customer experience. He is a trusted advisor to Fortune 500 companies and startups alike. His bestselling book Brainfluence has been translated into 11 languages.

Introduction

Part I the Future of Marketing Is Here 1

1 A Short History of Neuromarketing 3

Why Neuromarketing Is Important 3

Neuroscience and Marketing? 5

Neuromarketing Through the Years 5

Behavioral Science for All 6

The Pandemic Push 6

The AI Transformation 7

Neuromarketing 2.0 7

Part II the New Tools of Neuromarketing 9

2 Eye-Tracking Revolution 11

Which Book Cover Gets Attention? 12

My Experiment: Book Covers in Online Stores 12

Can Less Expensive, Faster Techniques Work? 14

The Experiment Continues: Device Camera Eye Tracking 14

Who Needs Humans? 15

Repeating the Book Experiment with AI Eye-Tracking Simulators 16

Book Experiment Takeaway 17

Remote Eye Tracking 17

Limitations of Remote Eye Tracking 18

How to Use Remote Eye Tracking 18

AI Eye-Tracking Simulators 19

Pros and Cons of AI Eye Tracking 21

Data vs. Guessing 21

A Big Caution 22

The Power of Fast Iteration 22

How to Get Started with AI Eye Tracking 23

What's Next 24

3 Facial Coding 25

Remote, Real-Time Facial Coding 25

Limitations of Device Camera Facial Coding 26

How to Use Facial Coding 27

What's Next 28

4 Biometrics Everywhere 29

The Wearable Revolution 29

The Advantages of Wearables 30

Barriers to Wearables 30

Immersion Neuroscience: Real-World Biometrics Made Simple 31

From DARPA Labs to Your Wrist 31

What Can You Measure? 32

How to Get Started 33

Limitations of Immersion 34

Pairing Immersion with Other Methods 34

What's Next 35

5 Implicit Testing 37

Limitations of Implicit Testing 38

How to Get Started with Implicit Testing 38

When to Use Implicit Testing 39

What's Next 39

6 Evolving Neuromarketing 2.0 Tools 41

EEG Testing 41

EEG Hardware Progress 42

Virtual and Augmented Reality 42

What's Next: From Insight to Influence 43

Part III Ai-powered Persuasion 45

7 Your AI Behavioral Science Dream Team 47

Your New Million-Dollar Team (That Costs Less Than Lunch) 48

It's Not About the AI, It's About the Expert 49

Generic Prompts Give Generic Results 50

A Quick Caution on All-Knowing AI 51

Building Your Dream Team 52

Behavioral Science and Persuasion 52

Customer Experience (CX) Experts 54

Copywriting & Communication Experts 55

Pricing Psychology & Strategy Experts 55

Sales Experts 56

Prompting Your Team 57

Testing Your Team 58

Single Expert vs. Multiple Experts 58

Different Specific Experts for the Same Challenge 58

Detailed Role vs. Specific Experts 59

Different AI Models with the Same Expert Prompt 59

Making Roles Work: Best Practices 59

Put Your Team to Work 62

What's Next 63

8 Advanced Prompting 65

Frameworks Add Structure 66

RACE (Role, Action, Context, Execute/Expectation) 66

AIDA (Attention, Interest, Desire, Action) 66

APE (Action, Purpose, Expectation) 66

Tag (Task, Action, Goal) 67

Six Rules of Thumb for Prompting AI Models 67

Rule #1: Be Ridiculously Specific 67

Rule #2: Give AI Everything at the Start 68

Rule #3: Trust but Verify 68

Rule #4: Save Your Best Prompts 68

Rule #5: Introduce the Unexpected 69

Rule #6: Kaizen Your AI 69

Meta-Prompting: Let AI Build Better Prompts 69

Share Your Knowledge: Add Context 71

Start with Your Customers 72

Customer Profile Framework 72

Your Business and Your Brand 73

The Industry and Competition 73

Let AI Unlock Your Knowledge 74

The Interview Approach 74

Missing Context? AI Can Help 76

The Gap-Filling Framework 76

The Iteration Approach 77

Deep Research for Deep Insights 77

Create Your Customer Profiles 78

Researching Your Industry and Competitors 80

Reality Check 82

Learning from History 83

Reusing and Updating Your Knowledge 84

Projects and Custom GPTs 84

Update Frequently 86

Case Study: The Power of Iteration 87

Overnight Success? Nope 88

The Lesson: Iterate, Iterate, Iterate 89

Making It Work in Practice 89

The Multiplier Effect 90

Your First Mission 90

Your AI Changes You (in a Good Way) 91

A Quick Word About Ethics 92

Your Persuasion Control Center 92

What's Next 94

9 Quick Wins to Get Started 95

The Five-Minute Behavioral Audit 95

Go Deeper When It's Important 97

Get a Second Opinion 98

Score a Quick Win with a Better Headline 100

Headline Makeover: Loss Aversion in Action 101

Stack Your Triggers 102

Your Next Quick Win: Level Up Your CTA 102

Another Quick Win: Social Proof Power-Ups 105

Compound Your Quick Wins 108

Try It Out 108

What's Next 109

10 Attention and Emotion 111

Cognitive Overload 111

The Simplicity Paradox 112

Visual Complexity 114

Color Your World 115

Open the Curiosity Gap 116

Pattern Interruption to Get Attention 117

Emotional Triggers That Drive Results 118

Pro Move #1: Build on What You've Learned 120

Pro Move #2: Get More Powerful Insights with Deep Research 120

Emotional Copy Persuades 122

Keep Readers Moving Forward 123

The Attention-Emotion Feedback Loop 124

Your Attention Audit 124

What's Next 125

11 Close the Credibility Gap 127

The Neuroscience of Trust 128

Digital Trust 128

Getting Started: A Trust Audit 129

Use an Agent or Deep Research for a Thorough Trust Audit 130

The Social Proof Spectrum 132

Authority: The Expert Effect 133

Microcommitments to Build Trust 134

Anti-Trust Signals: Find Your Credibility Killers 136

Trust Transference Strategies 137

Trust Transference Example 138

Trust Transference Example with Deep Research 138

What's Next 139

12 Decision Architecture and Pricing 141

The Choice Paradox in Practice 141

Gemini on Gemini 143

The Decoy Effect: Steering Preference 143

Default Power: Frictionless Choice 144

Anchoring in Action 145

Example: Pricing Page with Five Choices 146

Example: Single Product 146

Loss Framing vs. Gain Framing 147

Temporal Framing: "When" Beats "What" 148

Choice Architecture and Pricing Psychology Audit 149

What's Next 150

13 Scarcity, Urgency, and FOMO 151

The Psychology of Scarcity 151

Scarcity's Dark Side 152

Find Your Scarcity 153

Example: Ad Agency 153

Example-Luggage Brand 154

Authentic vs. Artificial Scarcity 155

Urgency Without Anxiety 156

The Scarcity Spectrum 157

Power Up Scarcity with Social Proof 159

Ethical Scarcity 160

What's Next 160

14 Advanced AI Behavioral Techniques 161

Multi-Expert Panels: Beyond Single Perspectives 161

Food Fight: Make Your Experts Disagree 164

Mobile-Specific Behavioral Psychology 165

B2B Behavioral Differences 166

Fear as a B2B Motivator 167

Competitive Behavioral Analysis 168

Building Your Behavioral Prompt Library 171

Wrapping Up Part 3 172

What's Next 173

Part IV Empathy, Emotion, and Communication 175

15 AI Adds the Human Touch 177

It's Humans That Lack Empathy 178

The High Cost of Lacking Empathy 178

Cruising Toward Disaster 179

Royal Caribbean's Great Adventure 180

The Empathy Failure 181

Loyalty, Shmoyalty 181

Permanent Debarkation 182

AI Could Have Warned Them 183

The Hidden Cost of Emotional Blindness 183

Closing the Empathy Gap 184

The Emotional Multiplier Effect 184

What AI "Empathy" Actually Means 185

Scientists Compare AI and Human Emotional Intelligence 186

What's Next 187

16 Auditing for Empathy 189

The 60-Second Emotion Check 189

Step 1: Set the Context 189

Step 2: Assess the Emotional Impact 190

Step 3: Suggest Improvements 190

The Empathy Audit: Seeing Through Your Recipients' Eyes 191

The Empathy Audit Framework 192

The AI-Powered Empathy Check 193

Why Comprehensive Analysis Matters 194

The Power of Segment Analysis 196

Making It Actionable 196

What's Next 197

17 Practical Empathy 199

Customer-Facing Communications 199

Internal Communications 200

Crisis Communications 201

Personalized Emotional Intelligence 201

Segment-Specific Empathy 201

AI-Powered Emotional Personalization 202

Building Your AI Empathy System 203

Starter Prompts for Emotion and Empathy 203

Customer Reaction Predictor 204

Empathy Rewriter 204

Cultural Sensitivity Check 204

Stakeholder-Specific Communication 205

Give Your AI Feedback 205

Set Up Your Workflow 205

Don't Forget It's AI 206

The Future of Emotionally Intelligent Business 207

Predictive Emotional Intelligence 207

Cross-Cultural Emotional AI 208

Multimodal Empathy 208

Is Artificial Empathy Ethical? 208

Transparency and Authenticity 208

The Manipulation Question 209

The Empathy Advantage 209

Conclusion 211

Appendix: Classic Neuromarketing 213

Notes 233

Acknowledgments 239

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