During the holiday season I did some facinating reading.  On my list was The Buying Brain.  It was fanstatically facinating and informative.  If you are a marketer of any type this is a must read!

The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. "The Buying Brain" gives you the key to- Brain-friendly product concepts, design, prototypes, and formulation- Highly effective packaging, pricing, advertising, and in-store marketing- Building stronger brands that attract deeper consumer loyalty

Dr. A.K. Pradeep discusses the marketing implications of the fundamental differences among the brains of different groups of people. The book looks to understand the human brain in biological terms. He used EEG brain wave studies, eye tracking, and other techniques to look at some of the fundamental differences among the brains of different groups of people and the marketing implications of those differences.

In conducting his research, not only did Pradeep find significant differences between the brains of men and women, but he also found that the brains of mothers are significantly different than those of other women.

This is a highly readable guide to some of today's most amazing scientific findings, "The Buying Brain" is your guide to the ultimate business frontier - the human brain.