“The result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher."
- John Philip Jones, Emeritus Professor at Syracuse University

“While there are few ‘neuromarketing’ empirical generalizations that marketers can rely on, erik du Plessis’s intelligent exploration of this ‘puzzle of the Brain and the brand’ advances our understanding in a valuable way. It is well worth the read.”
- Robert Barocci, President, The Advertising Research Foundation (USA)

"Our audience of 350 marketers was mesmerized by Erik's explanation of how brand preference and decision making work in light of what we now know about brain functioning."
- Marsha Lindsay, Brandworks University, Madison, USA

“Erik du Plessis is a compelling speaker who addressed delegates to our annual European Advertising Effectiveness Symposium with great authority. His expertise on how recent developments in neurological science are transforming the marketers’ understanding of how consumers process information is comprehensive. His work has been enormously influential in shifting the focus of much advertising research to the consumer’s emotional engagement with both advertising and the brand.”
- Mike Sainsbury, ASI