Summary of Habit

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Habit book summary


8 Overall

8 Applicability

8 Innovation

8 Style


If you want to read a new, refreshing marketing book, look no further. Consumer behavior expert Neale Martin has produced an entertaining, informative explanation of how the conscious and subconscious minds work together in the context of sales and marketing. He has put in years of extensive groundwork updating the principles of marketing to reflect new findings in cognitive psychology and neuroscience that say much of the way people act is governed by unconscious habits. In the process of explaining the brain’s biological miracle, he also teaches readers why some products fail and what marketers must understand to improve their odds. getAbstract thinks this intellectually invigorating book is a real keeper, especially for marketers who want to learn how each customer’s two minds (unconscious and subconscious) work together.

In this summary, you will learn

  • What a strong role the subconscious mind plays in behavior;
  • How the brain synthesizes subconscious and conscious decision making; and
  • How marketers can influence customers to make habitual buying decisions.

About the Author

Neale Martin is an expert in consumer behavior, customer satisfaction, and bridging the gap between technologies and markets. A consultant and educator, he helps communication and networking companies launch innovative products and services.



The Habitual Mind
The unconscious mind determines 95% of human behavior – a fact that traditional marketing theory overlooks. Instead, traditional theory posits that customers know what they are doing and why. This fallacy has dominated marketing theory for 50 years, but new discoveries...

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