Human is not a thinking machine that feels, human is a feeling machine that thinks, once in a while. We are make emotional decisions then we rationalize them, there is nothing called rational decision. Emotional are not optional, emotions are basic fuel that our brain need for all decisions.
Decision is a three step process.
Step1: All the thinking is done by ‘neocortex’ but it doesn’t trigger the decision (What I think about the decision)
Step 2: ‘Middle-brain’ process all emotions related to decision (How I feel about the decision).
Step 3: 'Old brain' plays a key role in decision making, old brain responds to only 6 stimulations.
- Self-centered , my survival
- Contrast
- Tangible
- Beginning and End
- Visual
- Emotion
Old brain doesn’t understand words, so words are not sufficient to influence the decision. Our eyes are directly connected (optic nerve) to the ‘old brain’ and this connection is 40 times faster than ears to brain connection. So it is advisable to use more visuals to influence decisions. To influence the decision one has to go beyond words, one has to use visuals those can elicit emotions.
Neuromarketing studies: skin moisture, heart rate and eye tracking.
Neuromarketing presentation part 1: understanding the old brain and the ...
Buyology - Truth and Lies about Why We Buy
Fear sells, President Bush in 2004 had a commercial calls wolf, people hated that ads, but people voted to him, because we are hardwired to be seduce by fear. Also brand those are associated with ritual and religion are more successful.
Reference: Patrick Renvoisé
http://neuromarketing.ning.com
http://itunes.apple.com/us/podcast/neuromarketing-patrick-renvoise/id326139313?i=60799871
