The decision-making processes at the basis of consumer choices often occur unconsciously, without much contribution of the rational part of our brain. Most of the decisions we make in our daily lives are related to automatic biological mechanisms, influenced by emotions, and hard to control.
Neuroscience can help us to understand better how this irrational side of the human psyche works. In a world full of stimuli and distractions marketers can no longer ignore this new science: the ability to touch these hidden levers in the consumer's mind is the key to reaching them effectively and consistently. 
 
Patrick Renvoise, expert in neuroscience applied to business, will offer insights and suggestions on how to adopt scientific principles into our marketing strategies and, in particular, will focus on the following points:

• why does traditional marketing no longer work?
• understanding the consumer: primal brain VS rational brain
• buttons to push to activate the primal brain
• steps of the "Persuasion Code": pain, claims, gain, brain.