Darren’s new book – ‘Decoding the Irrational Consumer’ – is now available. Published by Kogan Page it is a guide to both the theories and methods of NeuroMarketing.

The book covers all the main tools that NeuroMarketers currently use, and explains in plain English their pros and cons. It also explains the main theories and schools of thought that are used to interpret study results, including the new field of NeuroAesthetics (the neuroscience of what we find beautiful/attractive and why) and behavioural economics. ‘Decoding the Irrational Consumer’ shows the benefits of these types of research and how they can provide marketers with new insights.