Free will. Just how free is it? Are we in control or driven by subconcious instincts?
Much of modern research carried out by neuro scientists backs the latter, dispelling the myth that we are rational beings collecting and sorting out facts prior to making a decision.
Instead, they say, humans are driven by strong survival instincts.
It seems we rarely make judgements based on the bare facts. Instead humans have an exceptionally well developed ‘radar’ for looking behind the facade to consider goals, beliefs, motives and intentions. From the age of four we stop believing everything we are told and start honing our skills in reading people. By adulthood our ability to uncover a hidden agenda is quite uncanny.
And its the feedback from this subconcious radar that feeds an ‘approach or flee’ instinct which ultimately drives our decisions.
None of this should be a complete shock, first impressions have always counted, but it does reinforce the need for a clear confident brand personality that matches the customers’. Get it right and the approach instinct will light up, conversely if there is any hint of doubt, mistrust or differing beliefs the instinct will be to flee.
For more on this subject I can recommend www.neurosciencemarketing.com/blog.
Tags: branding, neuro marketing
