But what if advertisers could bypass the thinking brain and see what's going on at a more primitive emotional level? The theory is that consumer motivation starts there, with a series of brain chemical triggers rooted in primal neural circuits that evolved to help humans make decisions that would help or hinder survival. Assuming consumer choice is not purely rational, but rather is strongly biased by emotion, neuromarketers believe that if they can read pleasure or disinterest at this unconscious level, they can better predict what consumers will buy or avoid.
"Of course you can influence the brain," said Ruth Lanius, a neuroscientist at Western University in London, Ontario, in an interview. "I think it's interesting, how can we influence the brain at an implicit level, to get you more interested in something."
Edited by jugoso, 01 January 2013 - 11:56 PM.