What processes in the brain make us choose a specific product from a number of similar ones? Why does one advertisement become effective all over the world, while another, no less large-scale, does not work? Modern research into the evolution of the brain and the discoveries of neuroscientists have made it possible to change the traditional approach to marketing, based on a statistical study of the needs and preferences of customers. The innovative methodology outlined in the book allows us to identify and take into account the subconscious processes that underlie our actions and are involved in the decision-making process. The ability to look into the subconscious of consumers opens up huge new prospects for marketing.