Chapter 26. Your customers have your brand on the brain
Is there a “buy button” in your brain? Some corporations are teaming up with neuroscientists to find out. This work in neuromarketing uses functional magnetic resonance imaging (F.M.R.I.), a brain-scanning device that tracks blood flow as we perform mental tasks. In recent years, researchers have discovered that regions such as the amygdala, the hippocampus, and the hypothalamus are dynamic switchboards that blend memory, emotions, and biochemical triggers. These interconnected neurons shape the ways that fear, panic, exhilaration, and social pressure influence our choices.
Scientists know that specific regions of the brain light up in these scans to show ...
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