Read Online The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep - Free Book Online
Authors: A. K. Pradeep
Tags: Psychology, Non-Fiction
Ads: Link
insight into the impact a given stimulus, perhaps a television commercial, or a brand logo, has made on the brain.
Parts of the Brain
The growth, migration, and pruning of neurons leaves them in remarkably purposeful sections of the brain, each dedicated to finely-tuned and interdependent functions that run a body and make a mind.
For this section of Brain 101, let’s start at the top with the cerebral cortex.
This part of the brain is divided into four large regions: the occipital lobe, the
P1: OTA/XYZ
P2: ABC
c04
JWBT296-Pradeep
June 5, 2010
13:54
Printer Name: Courier Westford, Westford, MA
38
The Buying Brain
Figure 4.2
Major parts of the brain.
Source: Courtesy by Acxiom Corporation, Wellsphere.com temporal lobe, the parietal lobe, and the frontal lobe (see Figure 4.2). Functions, such as vision, hearing, and speech, are distributed in these regions. Some regions perform more than one function. And assigning a specific function with a specific region is a less than perfect science as we are all subtly different and that is reflected in our brains’ organization. For instance, in an amputee, just after losing a limb, the brain’s neurons still represent that body part, even though the limb isn’t there. Later that representation fades away as other adjacent limb functions migrate over or begin to activate into that valuable tissue.
The cerebral cortex performs the highest intellectual functions —thinking, planning, and problem solving. The hippocampus is involved in memory. The thalamus serves as a relay station for almost all the information coming into the brain. Neurons in the hypothalamus—the master of the master gland—serve as relay stations for internal regulatory systems—body temperature, eating, mating—by monitoring information coming in from the nervous system and issuing orders to the body through those nerves and the pituitary or “master” gland.
On the upper surface of the midbrain are two pairs of small hills that are called colliculi, collections of cells that relay sensory information from sense P1: OTA/XYZ
P2: ABC
c04
JWBT296-Pradeep
June 5, 2010
13:54
Printer Name: Courier Westford, Westford, MA
The Brain 101
39
organs to the brain. The hindbrain consists of the pons and medulla oblongata, which help control respiration and heart rhythms, and the cerebellum, which helps control movement as well as cognitive processes that require precise timing.
Where do memories live? It’s an interesting question. Many studies of human and animal memory have led scientists to conclude that no single brain center stores memory. It most likely is stored in distributed collections of brain processing systems—the same systems that are involved in the perception, processing, and analysis of the material being learned. In short, many parts of the brain contribute to permanent memory storage. For example, the hippocampus, parahippocampal region, and areas of the cerebral cortex (including the prefrontal cortex) compose a system that supports declarative, or cognitive, memory, such as remembering phone numbers. Different forms of behavioral memory, such as knowing how to throw a ball, are supported by the amygdala, striatum, and cerebellum.
Language
One of the most important human abilities is language, a complex system involving many components, including sensory motor functions and memory systems. Although the neural basis of language is not fully understood, scientists have learned a great deal about this function of the brain from studies of patients who have lost speech and language abilities owing to stroke, traumatic brain injury, and also from brain imaging studies of normal people. It has long been known that damage to different regions within the left hemisphere (in most right-handed people) produce different kinds of language disorders, or aphasias.
Researchers once believed that all aspects of language ability were governed only by the left hemisphere. Recognition
Parts of the Brain
The growth, migration, and pruning of neurons leaves them in remarkably purposeful sections of the brain, each dedicated to finely-tuned and interdependent functions that run a body and make a mind.
For this section of Brain 101, let’s start at the top with the cerebral cortex.
This part of the brain is divided into four large regions: the occipital lobe, the
P1: OTA/XYZ
P2: ABC
c04
JWBT296-Pradeep
June 5, 2010
13:54
Printer Name: Courier Westford, Westford, MA
38
The Buying Brain
Figure 4.2
Major parts of the brain.
Source: Courtesy by Acxiom Corporation, Wellsphere.com temporal lobe, the parietal lobe, and the frontal lobe (see Figure 4.2). Functions, such as vision, hearing, and speech, are distributed in these regions. Some regions perform more than one function. And assigning a specific function with a specific region is a less than perfect science as we are all subtly different and that is reflected in our brains’ organization. For instance, in an amputee, just after losing a limb, the brain’s neurons still represent that body part, even though the limb isn’t there. Later that representation fades away as other adjacent limb functions migrate over or begin to activate into that valuable tissue.
The cerebral cortex performs the highest intellectual functions —thinking, planning, and problem solving. The hippocampus is involved in memory. The thalamus serves as a relay station for almost all the information coming into the brain. Neurons in the hypothalamus—the master of the master gland—serve as relay stations for internal regulatory systems—body temperature, eating, mating—by monitoring information coming in from the nervous system and issuing orders to the body through those nerves and the pituitary or “master” gland.
On the upper surface of the midbrain are two pairs of small hills that are called colliculi, collections of cells that relay sensory information from sense P1: OTA/XYZ
P2: ABC
c04
JWBT296-Pradeep
June 5, 2010
13:54
Printer Name: Courier Westford, Westford, MA
The Brain 101
39
organs to the brain. The hindbrain consists of the pons and medulla oblongata, which help control respiration and heart rhythms, and the cerebellum, which helps control movement as well as cognitive processes that require precise timing.
Where do memories live? It’s an interesting question. Many studies of human and animal memory have led scientists to conclude that no single brain center stores memory. It most likely is stored in distributed collections of brain processing systems—the same systems that are involved in the perception, processing, and analysis of the material being learned. In short, many parts of the brain contribute to permanent memory storage. For example, the hippocampus, parahippocampal region, and areas of the cerebral cortex (including the prefrontal cortex) compose a system that supports declarative, or cognitive, memory, such as remembering phone numbers. Different forms of behavioral memory, such as knowing how to throw a ball, are supported by the amygdala, striatum, and cerebellum.
Language
One of the most important human abilities is language, a complex system involving many components, including sensory motor functions and memory systems. Although the neural basis of language is not fully understood, scientists have learned a great deal about this function of the brain from studies of patients who have lost speech and language abilities owing to stroke, traumatic brain injury, and also from brain imaging studies of normal people. It has long been known that damage to different regions within the left hemisphere (in most right-handed people) produce different kinds of language disorders, or aphasias.
Researchers once believed that all aspects of language ability were governed only by the left hemisphere. Recognition
Similar Books
![The Diamond of the Rockies [03] The Tender Vine](https://fs.dianahicksbooks.com/569612/thumbs/152x264/the-diamond-of-the-rockies-03-the-tender-vine.jpg)
