Sublime Behavior Marketing Knowledge Base
Habit: The 95% of Behavior Marketers Ignore
Habit by Dr. Neale Martin

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.

Visit any of these online retailers to read an excerpt or buy the book:
Habit by Neale Martin - Paperback available at
Habit by Neale Martin - eBook available on Amazon Kindle
Habit by Neale Martin - eBook available from FT Press
Habit by Neale Martin - eBook available from Barnes and Noble


Other Recommended Reading
Thinking, Fast and Slow by Daniel Kahneman
Thinking, Fast and Slow

Daniel Kahneman

One of our most preemiment psychologists, Daniel Kahneman's Thinking, Fast and Slow is a well-written and insightful tour of the mind and the two systems that drive the way we think.
Learn More.

How We Decide by Jonah Lehrer
How We Decide

Jonah Lehrer

In How We Decide, Jonah Lehrer, science writer for Wired and the Wall Street Journal, describes the research behind decision-making in this precisely detailed but highly readable book.
Learn More.

Inside the Mind of the Shopper by Herb Sorensen
Inside the Mind of the Shopper

Herb Sorensen

A pioneer in studying consumers in the context of the store, Herb Sorensen's Inside the Mind of the Shopper uncovers startling and guiding truths about the retail shopping experience.
Learn More.

Don't Shoot the Dog by Karen Pryor
Don't Shoot the Dog

Karen Pryor

Karen Pryor's Don't Shoot the Dog is not just the best resource available for aspiring dog trainers, but a guidebook for changing behavior across all species—including your customers.
Learn More.