If you want to understand neuromarketing from the bottom up, here are the books you need to read to build a solid foundation. From time to time, we'll add to this list as new favorites appear on the scene.
Kahneman, along with his late colleague Amos Tversky, is the father of modern behavioral economics. He has done more than any other scholar to lay out the landscape of the nonconscious and chart how it operates in predictable, if not rational, ways.
When not writing books with Stephen Hawking, theoretical physicist Mlodinow spent five years hanging out with neuroscientists, psychologists and philosophers at Cal Tech, trying to understand not only how the nonconscious mind operates, but also why our minds are organized in such an interesting way.
Subtitled "How to commission, run and generate insights from heuromarketing research," this book is is the first practical, how-to guide to appear in the neuromarkeitng field. An excellent overview of all the most popular methods in use today.
Former ad man Heath re-directed into an academic career to follow his hypothesis that advertising does not change our behavior through the classic persuasion process of attention-information-desire-action, but uses low attention processing and nonconscious processes to leave its mark.
This is probably the most thorough yet accessible introduction to neuromarketing available today. Dr. Ramsøy is both an academic neuroscientist with a long list of peer-reviewed publications, and the CEO of a commercial neuromarketing consultancy, Neurons, Inc. If you want to peer into the brains of consumers, this is where to start.
Peter's book remains one of the most insightful treatments of branding strategy from a neuromarketing perspective. This new second edition contains extensive updates, a new chapter, and the addition of introductory exercises to demonstrate some of the key elements underlying the neuroscience behind heurobranding.
N4D remains the consensus "Bible" of neuromarketing. Thousands have read it and you should too. Still the most accessible introduction to neuromarketing out there. If you want to know what this new field is all about, you can save your pennies by starting here.