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Are your purchasing decisions mostly rational or emotional? Which is the true decision-making brain? Yes, we have more than one shaping our choices. Neuromarketing reveals what the human mind hides: emotions, impulses, and mental shortcuts that shape consumer behavior. Discover, in practice, the power of subliminal marketing, mental triggers, and stimuli that awaken attention and the desire to buy. Perhaps they are being used in this very text to convince you to buy the book. Or perhaps not. There’s only one way to find out!

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