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The Consumer Mind by Pepe Martinez

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04

The world surrounding us

One lives the idea, not the reality.

ELEUTERIO MANERO

External versus internal reality

From the very second we wake up external reality floods our minds through our five senses. We receive millions of stimuli throughout the day: the smell of a warming croissant in the corner café where we grab our usual morning coffee, the news on the car radio, the ad campaigns plastered all along the city’s streets.

There are two information superhighways we all have between the ‘real’ external world (objective) and the internal, psychological world (subjective). The inbound information superhighway from external reality to the brain is the ‘bottom-up’ pathway, and the outbound superhighway, the person’s response, is the ‘top-down’ ...

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