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, and the other, no less large-scale, does not work? Modern studies of brain evolution and the discovery of neuroscientists have made it possible to change the traditional marketing approach based on a statistical study of the needs and preferences of buyers. 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 opportunity to look into the subconscious of consumers opens up new giant prospects for marketing.