This book by the father of neuromarketing, David Lewis, explores how advertisers can drive sales and influence consumer emotions using color, smell, catchy slogans and prejudice. Based on his research, the author describes the future of marketing. All ideas are illustrated with excellent examples. The bibliography is posted on the website www.mann-ivanov-ferber.ru/books/mozg_potrebitelyaAddressed to marketers and advertising managers, as well as those interested in a scientific approach to the shopping process. Published in Russian for the first time.