Textbook in PDF format Biology Bias gives a comprehensive understanding of the biological and psychological factors that influence our choices through the lenses of evolutionary psychology and consumer neuroscience.Readers will gain valuable insights into the hidden impulses that shape their decisions and learn how to apply this expertise to improve marketing and business strategies. It’s a must-read for marketing practitioners looking to enhance their knowledge of consumer behavior, business leaders seeking a 360? perspective on human behavior to create more effective organizations, and educators and students interested in cutting-edge research in marketing and psychology.Written by professor and researcher, Gill Merrill, this book uncovers cognitive, unconscious, and biological biases and forces that challenge and contradict rational thinking within the decision-making process.Understanding the true drivers of consumer behavior is crucial to improving campaign performance. Biology Bias offers readers the tools and knowledge they need to accurately interpret consumer reactions, develop high-performance campaigns, and have a competitive edge