S 01 | Ep 58 The Neuroscience of Marketing Roger Dooley , bestselling author of " Friction " and " Brainfluence ," joins the show to explore how understanding the brain can be applied practically to improve marketing , customer experience , and employee communications . Roger opens by broadening the definition of neuromarketing beyond lab tools like fMRI and EEG to encompass any use of brain science to improve marketing , including accessible behavioral science principles from researchers like Robert Cialdini , Daniel Kahneman , and BJ Fogg that any business can apply at little or no cost . In this episode Roger and Alex discuss how the most powerful results come from combining behavioral science with neuroscience , using the example of a scarcity message that only works if it also commands visual attention through contrast and placement . Roger walks through how companies dramatically underestimate the value of reducing friction , citing research showing that the gap between the best and worst banking experiences ran from 21 clicks to open an account all the way to 120 , and from two days to get operational up to 36 business days . Roger closes with a discussion of trust as the most fundamental friction reducer , drawing on Paul Zak ' s oxytocin research linking high - trust cultures to high performance , and connecting it to practical examples from Amazon ' s return policy to Netflix ' s no - rules employee handbook .