What if the difference between a customer saying yes or scrolling past comes down to a few milliseconds you can actually control?Small brands often think they need massive budgets to compete with Fortune 500 psychological manipulation tactics. But the truth is more encouraging—the most powerful neuromarketing principles work even better for nimble businesses that can implement them quickly and authentically.UC Berkeley lecturer Shira Abel breaks down the four-part "Perception Formula" that determines every buying decision: heuristics (mental shortcuts), hormones (emotions), history (brand awareness), and heritage (personal background). Discover why founder-led marketing crushes traditional approaches, how to build the right mental shortcuts without creating an entirely new category, and why trust matters more than perfect products.This episode reveals the psychology behind why customers choose what they choose—and how to use that knowledge ethically to grow your business.Keywords: neuromarketing, customer psychology, startup sales, founder-led marketing, buying decisions, behavioral economics, trust building, mental shortcuts

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