NEUROMARKETING - Part 2 –Theory abou the Reptilian Brain - Past v/s Now.

Neuromarketing is a commercial marketing communication field that applies neuropsychology to marketing research, studying consumers' sensorimotor, cognitive, and affective response to marketing stimuli.

Neuromarketing seeks to understand the rationale behind how consumers make purchasing decisions and their responses to marketing stimuli to apply those learnings in the marketing realm. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, product, and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests.

In a previous article on Neuromarketing, we have covered the basic information on what Neuromarketing is all about

Read more here - https://www.dhirubhai.net/posts/preity-i-91393868_productmanagement-pmtips-neuromarketing-activity-6703315948469800960-_6Pr

THE EVOLUTIONARY LAYERS OF THE HUMAN BRAIN      

The first time you observe the anatomy of the human brain, its many folds, and overlapping structures can seem very confusing, and you may wonder what they all mean. But just like the anatomy of any other organ or the organism, the anatomy of the brain becomes much clearer and more meaningful when you examine it considering the evolutionary processes that created it.

Probably the best-known model for understanding the structure of the brain in relation to its evolutionary history is the famous triune brain theory, which was developed by Paul MacLean and became very influential in the 1960s.

The Reptilian Brain

The reptilian brain, the oldest of the three, controls the body's vital functions such as heart rate, breathing, body temperature, and balance. Our reptilian brain includes the main structures found in a reptile's brain: the brainstem and the cerebellum. The reptilian brain is reliable but tends to be somewhat rigid and compulsive

The Limbic Brain

The limbic brain emerged in the first mammals. It can record memories of behaviors that produced agreeable and disagreeable experiences, so it is responsible for what are called emotions in human beings. The main structures of the limbic brain are the hippocampus, the amygdala, and the hypothalamus. The limbic brain is the seat of the value judgments that we make, often unconsciously, that exert such a strong influence on our behavior.

The Neocortex

 The neocortex first assumed importance in primates and culminated in the human brain with its two large cerebral hemispheres that play such a dominant role. These hemispheres have been responsible for the development of human language, abstract thought, imagination, and consciousness. The neocortex is flexible and has almost infinite learning abilities. The neocortex is also what has enabled human cultures to develop

The Theory of the Reptilian Brain

In the 1960s, American neuroscientist Paul MacLean formulated the 'Triune Brain' model, which is based on the division of the human brain into three distinct regions. MacLean's model suggests the human brain is organized into a hierarchy, which itself is based on an evolutionary view of brain development. The three regions are as follows:

·        Reptilian or Primal Brain (Basal Ganglia)

·        Paleomammalian or Emotional Brain (Limbic System)

·        Neomammalian or Rational Brain (Neocortex)

MacLean's model claims that activity in the three brain regions (basal ganglia, limbic system, and neocortex) is largely distinct when we are engaged in each of the mental activities outlined above. For example, when we are in danger and must respond quickly, as an act of self-preservation, the reptilian structure is aroused, preparing us for action by initiating the release of chemicals throughout the body. When we are watching a shocking news story or receive an upsetting message, the limbic system is stimulated and, again, chemicals are released, which create our experience of emotions. Finally, when we are making decisions, solving problems, or reasoning, the neocortex is engaged, without the involvement of the other brain structures.

Claims made by the Reptilian Brain theory

Does free will exist? Do you buy a product because you analyzed the options and decide it’s the logical choice? Or are you impulsively (and subconsciously) making decisions based on the part of your brain that is well over 70,000 years old?

As it turns out, we use our old, reptilian brains to make most of our decisions. Yet, we continue to optimize for rational, logical buyers.

The reptilian brain makes irrational decisions. Since rational decisions are so difficult to make.

There are five core factors that drive the reptilian brain: pain, fear, emotion, ego, and contrast. 

1. Pain

Remember that the reptilian brain is primitive. It is not concerned with gaining pleasure (e.g. getting to wear a new dress for less money), it’s concerned with avoiding pain (e.g. not having to spend hundreds on a dress you’ll wear once for work).

2. Fear

The reptilian brain is concerned with its own survival. As a result, it can be skeptical and fearful of change and the unexpected.

3. Emotion

The reptilian brain operates on emotion instead of logic and rationality. Therefore, when you are appealing to emotion, you are appealing to the reptilian brain.

4. Ego

Due to its survivalist mentality, the reptilian brain is incredibly self-centered. How will this affect me? What is in it for me? As a result, it’s best to use a word like “you” and “your”. 

5. Contrast

Have you ever wondered why before and after photos work so well? Or why Pepsi vs. Coke, Mac vs. PC, McDonald's vs. Burger Kind, PlayStation vs. Xbox rivalries are so compelling? It is because the reptilian brain loves to contrast.

Neuromarketing & Theory of the Reptilian Brain

The reptilian brain works in an automatic, non-conscious way. In addition to regulatory and reproductive systems as well as sleep and wakefulness, there is also a reticular formation that is partly responsible for motivation to act. Its main task is to keep us alive. It works by instincts, without reflection, and is responsible for learning activities that can be done without thinking. The old mammalian brain is a generator of emotions and many processes occur unknowingly as well. It includes the olfactory cortex, cingulate cortex, amygdala, hippocampus, thalamus, hypothalamus, and a few smaller structures. The fact that the limbic system often works unknowingly does not mean that we cannot realize the emotions we are experiencing. On the contrary, consciousness enables the cortex to make corrections, for example by strengthening or weakening some effect. In most taxonomies, the thalamus and hypothalamus belong to the limbic system. And even if we do not use such a name, we do not consider the thalamus part of the brainstem

If we compare the functions of the brain floors to Maslow’s hierarchy of needs, we would say that the reptilian brain is responsible for physiological and safety needs. The limbic system meets social needs and the need to be appreciated. Whereas the neocortex, after meeting the basic needs, enables pursuing higher goals and achieving self-realization.

Reptilian brain – The Brain that Buys

The reptilian brain is identified as the buying brain by the neuro marketers, and this is a key term for them. The claim is if the reptilian brain is a brain dedicated survival and operating instincts, is it possible to say that it is the only recipient of marketing messages?

Unlearning about the Reptilian brain

While some products are associated with survival (for example, a good car or life insurance), some symbolize the distinction (limited edition of a smartphone) or belonging to an exclusive group (loyalty card of a known brand).

Talking about the reptilian brain as a shopping brain is an incomplete claim.

 Automatic decisions take place in close connection of subcortical structures, not only within the reptilian brain. Therefore, such a belief is a factual error.

The amygdala is not part of the brainstem; it is not classified in the reptilian brain. For this reason, we can see here inconsistency. Not only the reptilian brain but also the limbic system, are important for purchasing decisions. Of course, this applies to ill-considered decisions made quickly. We know that emotions are the key to understanding most of the decisions we make. And since the old mammalian was considered their domain, it is necessary to end the reptilian brain myth as the main recipient of sales messages.

The concept of the reptilian brain has entered the language of pop culture, becoming not only a simplification but also a mistake in the context of neuromarketing. Repeating it in subsequent publications may propagate a construct that is not entirely correct.

Though the five core factors that drive the brain: pain, fear, emotion, ego, and contrast are still valid, modern advances in brain-imaging have shown various regions of the brain are active during primal, emotional, and rational experiences. These findings have led to the rejection of MacLean's notion of a triune brain in neuroscience & its implications in marketing.

References:

1.      https://www.the-future-of-commerce.com/2020/01/08/neuromarketing-definition/

2.      Neuromarketing Nation: How Emotions Influence Your Buying Decisions - Kyrsten Ledger; July 9th, 2020 https://www.qualitylogoproducts.com/blog/neuromarketing-nation-emotions-influence-buying-decisions/

3.      Three-Brain Theory Questioned -By Roger Dooley https://www.neurosciencemarketing.com/blog/articles/reptilian-brain.htm

4.      Theory of the Reptilian Brain in Neuromarketing in The Light of Neuroanatomy Mini Review Volume 3 Issue 3 - June 2018

5.      How to Market to the Reptilian Brain - By: Shanelle Mullin Published: Nov 24, 2015, Last updated: Jul 29, 2020 - https://cxl.com/blog/reptilian-brain/