Introducing MicroStimuli―nonconscious persuasive stimuli deployed in the final second before action― to activate the brain’s fastest pathways and change behaviour, in mere milliseconds. This book distils leading-edge insights from neuroscience, artificial intelligence, and design into Ethnolab―a novel research method that unravels the nonconscious brain processes and crafts MicroStimuli, precision point-of-action interventions that reliably influence human behaviour. MicroStimuli confronts the most stubborn behavioural challenges that traditional approaches have failed to resolve. Across the past ninteen years, MicroStimuli has addressed public problems (road accidents), organisational issues (declining digital-marketing performance), sector-specific challenges (insurance mis-selling), and personal behaviours (on-time medication) around the world. The book details exactly how these, and many other behavioural challenges, have been tackled in practice. This book will not merely inform you; it will transform how you perceive the human behaviour problems around you. If mastering persuasion provides your competitive edge at work, this book is written for you.

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