2003年,哈佛大学研究生院的名誉教授杰拉尔德·扎特曼(Gerald Zaltman)在美国出版了一本书,名叫《顾客是如何思考的》(How Customers Think)。2005年发行的该书的日文版书名叫做《心脑营销术——顾客潜意识解析》。扎特曼任所长的哈佛大学经营学研究生部市场心脑研究所的目的在于利用最尖端的学术研究成果考察人的潜意识和消费行动之间的关系,创造出实用的营销手法。“心脑”这一概念来源于认知神经学,是以“人的心理就是脑的 In 2003, Gerald Zaltman, an honorary professor at Harvard Graduate School, published a book in the United States called How Customers Think. The Japanese-language version of the book, released in 2005, is called ”Mind-Brain Marketing - Customer Subconsciousness Analysis.“ Zartman is director of Harvard Business School Graduate School of Psychology Institute aims to use the most cutting-edge academic research examine the relationship between subconscious and consumer behavior to create a practical marketing practices. ”Heart and brain “ the concept comes from cognitive neurology, so ”human psychology is the brain