Mommy Spending is US$2 Trillion Strong, But NeuroFocus Advises Marketers: Neurological Best Practices Are Key to Motivate Their Highly Evolved Brains

'The Buying Brain: Secrets for Selling to the Subconscious Mind' Reveals Core Facts About Dramatic Effects That Motherhood Causes in the Female Brain

BERKELEY, California, September 15, 2010 - The hand that rocks the cradle not only rules the world, it also controls
85% of household purchasing power. Now, recent advances in neuroscience
suggest that marketers who are unaware of the dramatic changes that
motherhood causes in the female brain risk seriously missing the mark in
reaching this enormous and powerful consumer segment.

Those risks–and the specific steps that marketers and retailers can take
to avoid them–are outlined in "The Mommy Brain" chapter of the new
best-selling book, "The Buying Brain: Secrets for Selling to the Subconscious
Mind" (buyingbrain.com).

Author Dr. A. K. Pradeep, CEO of NeuroFocus (neurofocus.com), the
world's largest neuromarketing company, explains in detail how the female
brain undergoes fundamental structural and behavioral changes that can
significantly affect how mothers perceive and respond to commercial messages,
package designs, retail environments, and many other components of modern
marketing. He reveals that neuroscience has only begun exploring the maternal
human brain in any depth within the past five years, but the findings provide
startling insights into the profound alterations that occur during pregnancy
and throughout the life of every mother.

In "The Buying Brain", Dr. Pradeep points out the marketing implications
that can be drawn from this new body of research about how the Mommy Brain:

    - gains enhanced sensory capabilities, especially the sense of smell;
      this has significant implications for marketers who might explore
      adding "scent marketing" elements to their packaging and retail
      displays
    - adds supercharged new neural networks that impact every lobe of the
      brain
    - puts a premium on authenticity in products and marketing messages
    - doubles in size its 'brain maps' of the chest and upper arm areas
    - functions with greatly enhanced emotional intelligence-especially the
      feeling of empathy
    - operates an unmatched mirror neuron system that presents important
      opportunities--and potential pitfalls-for marketers to pursue

"Women who go through pregnancy and give birth experience the most
significant brain changes of their adult lives," Dr. Pradeep said. "If your
product, your package, your message, or your retail environment hits home
with these highly-evolved brains, you have won over powerful allies who will
support you through an enhanced network of online and offline communities
beyond anything that your company could create. But if you aren't aware of
what the Mommy Brain demands in each of these categories, and make a mistake,
those very same networks of Mommy Brains may reject you out of hand."

"The Buying Brain: Secrets for Selling to the Subconscious Mind" is
available through Amazon.com
(www.amazon.com/Buying-Brain-Secrets-Selling-Subconscious/dp/0470601779)
, Barnes&noble.com
(search.barnesandnoble.com/The-Buying-Brain/A-K-Pradeep/e/9780470601778/?itm=1&USRI=the+buying+brain),
Borders.com (tiny.cc/pzfl1) and 800CEORead
(800ceoread.com/book/show/9780470601778-The_Buying_Brain).

More information about The Buying Brain can be accessed by visiting the
book's Facebook page (bit.ly/8Y7bKJ) and Twitter
(twitter.com/akpradeep).

Barbara Hendra, +1-718-622-3232, bhendra at thehendraagency.com, for NeuroFocus; or Tom Robbins of NeuroFocus, +1-510-526-9882, cell, +1-510-367-1920, tom.robbins at neurofocus.com; or, Lance Concannon, +44-0-208-846-0769, cell, +44-0-7780-601145, Lance.concannon at text100.co.uk, or Disha Hoskote, +91-22-61379021, cell, +91-9769690512, dishah at text100.co.in, both of Text 100