The brand logos you see. The commercials on your TV. The apps you use on a daily basis. These are only the outermost, visible layer of the consumer world.
Pop Neuro reveals the deeper, psychological blueprint behind consumer behavior—the code behind its design.
The neuromarketing blog leverages the unique backgrounds of Matt Johnson, PhD (a consumer neuroscientist) and Prince Ghuman (a marketer) and covers the intersection of marketing and neuroscience. The blog is written for anyone interested in a fresh perspective on consumer psychology.
The Neuromarketing Certification™ Bootcamp teaches your how to apply neuroscience to marketing. The bootcamp is for marketers looking to upskill their tactics and level up their careers.
Neuromarketing
Certification™ Bootcamp
Learn how to apply neuroscience to marketing.
Taught by the authors of the best-selling marketing book, Blindsight, Prince Ghuman & Dr. Matt Johnson.
Read What Neuromarketers Have to Say About the Bootcamp
“Learning the reasons behind why and how consumers act and make decisions made me become better at generating ideas that result in more effective marketing responses. I would recommend it to people who want to practice conceptual thinking based on the understanding of neuroscience.”
SHEILA, NEW YORK CITY
“The marriage between science of behavior and marketing is phenomenal, and to be able to extract practical approaches to use these theories is a blessing to future marketers. It really opens up your eyes and changes the way you approach things, be it ads, product placement, business perception, frankly it’s more than just marketing, it’s a formula for success!”
PULKIT, SAN FRANCISCO
“What made sense at some point, was framed and put into practice during this course.”
SVETLANA, LONDON
“Providing real-world applications and examples tied to neurological explanations gave me a profound understanding of why people behave the way they do.”
JUAN, ARGENTINA
This Book Is About You
“Blindsight teaches us how to be smarter consumers who make wise decisions that will ultimately leave us happier, wealthier, and healthier.”— Adam Alter, New York Times bestselling author of Drunk Tank Pink and Irresistible
With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson, PhD and neuromarketer Prince Ghuman dive deep into the surprising relationship between brains and brands.
In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and more.
Blindsight is the #1 best-selling consumer behavior book on Amazon.
Praise for Blindsight
“Blindsight is a rigorous examination of how top brands sneak into our brains and grab the best real estate. Deftly mixing neuroscience, psychology, and fun stories, the book is a delight to read; it will grip you from the start, and leave you feeling smarter.”
Rich Karlgaard — Publisher at Forbes
“Ghuman and Johnson's Blindsight is beautifully written and fascinating—a behind-the-scenes tour of the marketing schemes designed to cajole, sway, and hook us. Why do we spend decades of our lives playing games and scrolling through social media feeds? Why do we prefer predictability, but spend so much of our time seeking unpredictable rewards? Why do we ask for dozens of options, but ultimately regret our purchases more often when the choice set is large? Blindsight teaches us how to be smarter consumers who make wise decisions that will ultimately leave us happier, wealthier, and healthier.”
Adam Alter — New York Times Bestselling Author of Drunk Tank Pink and Irresistible
“Somewhere hidden between the bright colors, catchy jingles, and strategic placement of advertisements is the psychology behind their influence. This book uncovers this hidden layer of the consumer world and how it affects our thoughts, emotions, and spending habits. A must-read for consumers and marketers alike.”
Kendis Gibson — Emmy-Award Winning Journalist and Reporter, MSNBC
“Blindsight engrosses the reader from the very first page. With an entertaining blend of storytelling and science, Blindsight is a truly eye-opening look into the complex dynamics underlying how brands drive consumer behavior. A must-read book that will have you re-examining both information around you and your own purchase decisions at every turn.”
Abigail Sussman — Associate Professor of Marketing at the University of Chicago Booth School of Business
“A fun, accessible dive into the ways marketing defines the modern human experience. Prince Ghuman and Matt Johnson bring to life the science behind how Facebook holds your attention, how Star Wars captured the hearts of generations of moviegoers and selling billions in bottled water to consumers with taps in their homes. This is the perfect book for readers looking to understand what happens when the magic behind modern branding meets the machinery of the mind.”
Drew Jacoby-Senghor — Assistant Professor of Management at Berkeley Haas School of Business
“Blindsight is a delightful book that opens your eyes to the hidden forces behind every decision and every choice in the consumer world. The book draws on scientific evidence from cognitive psychology, neuroscience, and decision science, and makes it fun and relatable to any audience. If you want to understand the driving forces behind your decisions, if you want to be smarter about your purchases, if you want to know how to improve your spending habits, read this book!”
Jiaying Zhao — Associate Professor of Psychology at the University of British Columbia
“Johnson and Ghuman artfully combine science, business, and storytelling to help us understand the invisible forces which shape our decisions and experiences. Along the way, they reveal to us all how deeply interwoven consumerism is into the perception of reality itself. The result is a rare book which enriches our understanding of everyday life. A must-read for anyone curious to better understand the world around them and the psychological forces that shape it.”
Blake Sherwin — Assistant Professor of Applied Mathematics and Theoretical Physics at Cambridge University
"This is not your average "marketer's how-to" book. Fast-paced, clever and utterly fascinating, Blindsight sheds new light on the deeply rooted beliefs and mental gymnastics that brands tap with precision to create preference. Johnson and Ghuman weave meticulously chronicled science into great stories with thoroughly modern examples that will leave consumers, marketers, brands or just neuro-curious readers with something to chew on and lots to discuss at your next dinner party."
Carol Carrubba — Principal at Highwire PR
“Equal parts science and storytelling, Blindsight changes the way we see ourselves as consumers. Why does the same wine taste better to us if we think it's expensive? Why does a $10 fee seem less significant when tacked on to a larger purchase than a smaller one? Why do we judge original works of art to have greater value than replicas? This book is an engaging journey into the science of marketing’s influence, and how it impacts how we see the world around us.”
Judy Fan — Assistant Professor of Psychology at University of California at San Diego
“Blindsight is a refreshing, timely book that will make you examine the secret ways marketing influences you. You won’t be able to think about your own consumer life the same way.”
Sheryle Bolton — Serial Entrepreneur, CEO, and Board Director
“In Blindsight, Ghuman and Johnson make the neuroscience of marketing accessible to all. Drawing creative and insightful connections between scientific studies and the effectiveness of today’s marketing strategies, this book achieves a perfect balance of humor and rigor. Blindsight will make you understand yourself better—as a consumer, and as a person.”
Natalia Córdova — Psychology Lecturer at Yale University
“Blindsight is an ideal way to gain insight into the incredibly complex interactions between psychology and neuroscience that are underlying the seemingly simple concept of human intuition. Ghuman and Johnson are able to adroitly juggle entertaining, and often hilarious, stories with rigorous scientific ideas that provide marketers, as well as consumers, an important understanding of why we buy what we buy.”
James Newell — Managing Director at Voyager Capital
Reading Abstracts Is Not For Everyone
Every month, we distill research insights for marketers so you can go from theory to practice in 800 words.
We get that the length of academic journals can be exhausting for business practitioners so we review neuroscience, consumer behavior, and psychology research papers and summarize ones we deem most applicable to marketing.
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Pop Neuro’s Most Recommended Reads
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About Pop Neuro
Pop Neuro is the brainchild of neuromarketer Prince Ghuman and consumer neuroscientist Matt Johnson. It’s based on their 25+ years of combined experience in neuroscience academia and direct marketing experience.
Copyright © 15Center, LLC.
“If you’re an Art Director or Copywriter interested in conceptual work, I highly recommend you to join the Bootcamp. You'll learn why your target audience does what they do, and discover new ways to talk to them.”
CAMILA, SAN FRANCISCO