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This book is about how people make decisions: it will help buyers protect themselves from manipulation, and it will help marketers use neuroscience to more precisely influence people's decisions. You think you make every decision yourself: your morning coffee, your new smartphone, your stylish sneakers. But 95% of your decisions are made for you. While we think we make conscious decisions, marketers have long learned to manipulate our emotions. Dopamine drives us to seek out new experiences, cortisol scares us away at the thought of missing out, and oxytocin instills trust in brands. This book reveals the mechanisms of neuromarketing, showing that brands do not persuade, but rather implant ideas directly into our subconscious. Here you will find case studies of international and Russian brands, tools used by marketers and salespeople, and techniques to help you detect fraud. Who is this book for? For marketers and brand managers tasked with increasing brand appeal, customer loyalty and product sales. For everyone who wants to protect themselves from marketing scams.