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The Consumer Mind by Pepe Martinez

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03

The alarm clock rings

To my mind the human brain is the most marvellous and mysterious object in the whole universe.

HENRY FAIRFIELD OSBORN

Think of a typical working day. For example, it is a Wednesday, midway through the week. The hands of the clock move to 7.30 and the alarm bell rings. Our brain suddenly receives the clock’s alarm signal. In the dark, we slowly reach out a hand to stop the ringing. The first thought of the day comes into your mind: ‘How awful, it’s Wednesday, I have to go to work.’ We languish between the sheets.

When the alarm clock rings our brain switches from ‘off’ to ‘on’. The mind has a device similar to a light switch. The brain lights up when it hears the alarm clock on the bedside table, rather like a dimmer ...

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