The Branded Mind
In 2011, du Plessis wrote a follow up book called "The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and Brand."
"The Branded Mind" examines the neuroscience of brand decisions, taking the position that brand decisions were largely dependent on homeostatic factors. In "The Branded Mind," du Plessis also discusses how both emotion and rationality factors come into play when a consumer is deciding which brand to pick. Du Plessis also offers some insight in his book on the ways in which emotions, moods, personality, and culture impact our brand decisions.
Read more about this topic: Erik Du Plessis
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