Roger Dooley, author of Brainfluence
Is pleasure the “supreme blessing,” as Epicurus thought? Or is it a dangerous tool used by marketers to attract and control consumers? The Ultimatum of Pleasure is a fascinating and thought provoking look at the concept of pleasure from both a human and business point of view.
Martin de Munnik, Founder at Neurensics, CEO The Neuromarketing Science & Business Association:
Why marketers should read this book. 80% of all products introduced, is withdrawn from the market within two years. Annually over 60% of all advertising spending in the US alone, is wasted money. Marketers do a bad job? Yes and no. All marketers understand that you need to focus on the reward a product gives, rather than focus on the function of the product. But what they don’t know is that it is the pleasure coming from an intrinsic reward that drives our behavior. The book teaches it.
Dr. Peter Steidl, Principal at Neurothinking, author of Neurobranding:
The authors explore an often ignored, yet exceedingly important, topic: the human drive to experience pleasure and the consequences of the resulting behaviour. From early warnings by leading philosophers of their day to modern neuroscience insights the authors present evidence showing the prevalence of pleasure seeking and the resulting degradation of the world we live in. Their hope that humankind might move from seeking pleasure in individual pursuit to joining forces and deriving pleasure from jointly addressing the challenges humankind faces today deserves support despite the low odds that it might become reality.