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DOUGLAS VAN PRAET is Executive Vice President at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include Group Planning director for the iconic, highly acclaimed and coveted Volkswagen account. Van Praet is recognized as an industry expert in unconscious behaviorism and a pioneer in applying neurobiology to business problems. His unique approach using reverse-engineered behavioral change therapy and neuroscience has produced effective, award-winning advertising campaigns and product launches for leading advertisers and marketers.

Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR The Myth of Marketing Humans not Consumers The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE Step One: Interrupt the Pattern Step Two: Create Comfort Step Three: Lead the Imagination Step Four: Shift the Feeling Step Five: Satisfy the Critical Mind Step Six: Change the Associations Step Seven: Take Action Sources Acknowledgements Index