The latest · 2025
The New Science of Persuasion in the Age of Intelligent Machines
What happens to persuasion when the machine reading your customer is faster than you are. Introduces NeuroPrompting — engineering AI inputs that speak directly to the primal brain — and the framework behind the bootcamp.
Depth Insights · ISBN 978-0997955095
The book, explained
The shelf
2018
How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime
Nearly two decades of research on how advertising and sales messages act on the brain, assembled into the first comprehensive model of persuasion grounded in neuroscience, media psychology and behavioural economics. This is where NeuroMap® is set out in full.
Wiley · with Patrick Renvoisé · ISBN 978-1119440703
Find it on Amazon
2019
Neuroscience, Methods, and Ethics
Every major method used to collect neurophysiological data — EEG, eye tracking, implicit response testing, biometrics — with an honest account of what each can and cannot tell you, and the ethics of each.
Independently published · ISBN 978-1070732237
Find it on Amazon
2007
Understanding the Buy Buttons in Your Customer’s Brain
The book that took neuromarketing to a business audience. The six stimuli, the four steps, and the seven impact boosters — the shape the model still has today.
Thomas Nelson · with Patrick Renvoisé · ISBN 978-0785226802
Find it on Amazon
2003
The first one. Written a year after the company was founded, it launched the persuasion-science category and introduced the idea that decisions are made by an older, faster brain than the one being addressed.
SalesBrain Publishing · with Patrick Renvoisé · ISBN 978-0974348209
Find it on AmazonTEDx
Over 450,000 views
Is there a buy button inside the brain?
TEDxBend · Patrick Renvoisé
Keynote trailer on neuromarketing
Patrick Renvoisé
Taught for credit
Three graduate courses run for credit, where the method has to hold up in front of people paid to find the holes in it — and three LinkedIn Learning courses you can start this afternoon.
Johns Hopkins University
Christophe Morin
EN.705.618 · Graduate course · 14 weeks
How AI decodes and influences human decision-making, built on the primal, rational and emotional brain. Covers the NeuroMap® methodology, AI-powered persuasion frameworks, neuromarketing research methods, and the ethics of applying them.
Course detailsFielding Graduate University
Christophe Morin
PSY-623 · Graduate course · 4 semester credits · Online
Persuasion theory built on brain research, and the limits of surveys for explaining the cognitive, affective and instinctive response to advertising. Covers eye tracking, EEG, skin conductance and fMRI — what each one is worth, what it cannot tell you, and how to read and critique a neuromarketing study.
Fielding Graduate University
Christophe Morin
PSY-763 · Graduate course · 4 semester credits · Online
The neurological effect of advertising, propaganda, social media, PR, film, news and packaging on the brain — and how neuroimaging changed what we know about media effects. Includes the ethics of putting these technologies to commercial use.
Course detailsLinkedIn Learning
Patrick Renvoisé
56,849 learners★ 4.8
Online course
Why most sales and marketing messages fail, and the pain–claim–gain framework that fixes them. The dual brain — rational and primal — and which one you have actually been writing for.
Course detailsLinkedIn Learning
Patrick Renvoisé
20,375 learners★ 4.8
Online course
What a screen takes away from a sales conversation, and how to give the primal brain what it stops receiving the moment the room disappears.
Course detailsLinkedIn Learning
Patrick Renvoisé
17,381 learners★ 4.7
Online course
Closing, from the primal brain’s point of view — where the fear of regret comes from, and how to manage it instead of arguing with it.
Course details
Hawaii
Twelve participants. Four days. The book, taught by the person who wrote it, applied to messages you bring with you.
A diagnosis takes weeks, not quarters, and tells you what to change first. Start with a conversation about what you’re selling and who keeps saying no.