emotions then guide rationalization

[muniyaakter]

Until now, marketing has only dealt with that small 5% (which governs the rational part) of the decision-making area in purchasing choices. Now for the first time we have the opportunity to explore that 95% of the decision-making area that has only been observable for a few years thanks to neuroscience [see Gerald Zaltman The Subconscious Mind of the Consumer (And how to reach it )]. And these show us that we are mainly guided by emotions and that we justify rationally a posteriori. The (ancient) brain reacts emotionally, but we will return to this aspect in more depth in a future post , and our.


The key is therefore to understand how our brain reacts emotionally and australia telegram data usly to stimuli: a) analyzing data related to involvement without the effect of cognitive bias; b) analyzing the mechanisms of implicit and unconscious learning. To do this, Neuromarketing uses non-verbal technologies (Eye-Tracking) and brain activity visualization techniques , through functional electromagnetic resonance systems ( FMRI, Functional Magnetic Resonance Imaging ) or Electroencephalography (EEG-Biofeedback) . EEG - Biofeedback detects, through special sensors, the variations of electrical potential in the head of the participants. The recorded electrical flow is broken down into frequencies from which the basic waves of electroencephalography are derived, while the algorithms and the analysis carried out in the laboratory return a battery of indicators aimed at describing the experience of the subjects, in every microfraction of a second.