Research from psychology and neuroscience indicates most consumer behavior is the result of unconscious habits. These consumer habits have been thwarting marketers' efforts for decades. Numerous problems, from the inability of customer satisfaction to predict repurchase to an 80% new product failure rate, can be linked to marketing's struggle to accommodate the power of the unconscious mind.
This new reality led Sublime Behavior Marketing Co-Founder and CEO Neale Martin to author Habit: The 95% of Behavior Marketers Ignore, a pioneering examination of the complexities of the human brain. Filled with remarkable examples of the impact of the unconscious mind across business, pop culture and daily life, Habit lays the foundation for habit-based marketing, an approach that updates traditional marketing tenets with 21st century brain science.
Since its publishing in 2008, Habit has been translated into nine languages, including Mandarin Chinese, Polish, and Tamil. It is required reading for marketers at organizations like Unilever and Eli Lilly, and is a featured part of curriculum at MBA programs from Kennesaw State University in Atlanta, Georgia to the Antwerp Management School in Belgium.