Neuromarketing isn''t the answer to every problem, of course. As a young science, it is still constrained by our knowledge of the human brain, which is yet inadequate. However, the good news is that our understanding of how our conscious thoughts influence our behaviors is improving; nowadays, renowned academics from all around the world are delving deeper into this fascinating science. Finally, I discovered this book to be my personal compilation of scientific thoughts, based on marketing neuroscience research from all angles. (Some of my findings may raise questions, and I encourage any and all reservations about my findings, which I express in open conversations.) While science seldom comes to a definitive conclusion, I feel this book is the beginning of a basic and fascinating explanation of why we purchase. Another contribution that this book may make is to subvert myth, or what is assumed to be always true, a concept that has long been ingrained in our subconscious, leading us to feel that it piques our interest in a product and leads us astray. As a result, I hope you enjoy this book, learn something from it, and have a better grasp of the science behind our purchasing decisions - the many forces of the subconscious mind.