Read Online The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep - Free Book Online Page B
Authors: A. K. Pradeep
Tags: Psychology, Non-Fiction
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six times the touch receptors that we have, but he can’t see. The falcon doesn’t “touch” with anything other than his beak and claw, and our cats have no idea of the range of tastes we’re able to discern.
So if the first cause for sense celebration is that we are generalists, the second is that we’re voluptuaries. We revel in our senses, create art and music to celebrate them, and stand in awe of the beauty they bring. That, of course, is a self-perpetuating cycle: The more we revel, the more neural pathways we 41
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Printer Name: Courier Westford, Westford, MA
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The Buying Brain
put down to enjoy, and the more and more delight we’re able to create and appreciate, so the more we revel, and so on.
Defining Consciousness
All of our knowledge and insight is gathered through our senses, and our emotions and feelings are expressed using them.
Our senses make sense of everything we encounter.
In the following sections are a top-down view of the five senses of humans, how they work, and what they mean to the buying brain.
Vision
The reason for our attention to the things we see is deep-seated and, of course, evolutionary. About one-fourth of the human brain is involved in visual processing, much more real estate than is devoted to any other sense.
About 70 percent of the body’s sense receptors are in our eyes. To a large degree, we understand our world mainly by looking at it. The easiest and most successful way to capture the Buying Brain’s attention is through great visuals. We have evolved to put our visual senses at the top of our sensory hierarchies, and therefore, visual components tend to trump all others. When vision and sound are presented together, for example, the brain places greater credibility and impact on the visual portion. For example, that’s why the spoken portion of an animated spot with audio/visual synchrony out of sync will be discarded.
Interestingly, vision does not happen in the eyes, but in the brain.
The eyes gather light and enhance focus. But the brain makes sense of the colors, shapes, facial expressions, and landscapes it sees. That’s why we remember scenes in vivid detail months and years after they happen . . . why we “see” imaginary daydreams with ultra realism . . . why the dreams we have at night are vivid, full of detail, and often more “real” than reality itself.
The memory peak for visual impressions is in the age range of roughly 15 to 30 years. Researchers ask people in their seventies what memories they associate with a selection of words or pictures, and they report most memories P1: OTA/XYZ
P2: ABC
c05
JWBT296-Pradeep
June 7, 2010
6:38
Printer Name: Courier Westford, Westford, MA
The Five Senses and the Buying Brain
43
from when they were in that age range. One reason for this is that the years from 15 to 30 are very dynamic for most people—they move away from home, for instance, they get married for the first time, and develop their own identity preferences when it comes to such things as music and literature.
In addition, remember that color doesn’t occur in the world, but in the brain. Our brains “assign” the colors we see as the spectrum of light available to us bounces off objects around us. Not everyone sees the same colors; some of us are color-blind and others are color-gifted. Cézanne once wrote,
“The same subject seen from a different angle gives a subject for study of the highest interest and so varied that I think I could be occupied for months without changing my place, simply bending more to the right or left.”
Bipedal Luxury
Our visual acuity became our core sensory attribute the minute we moved from four legs to two. Suddenly, we were further from the ground and the smells left by our prey, predators, and tribe. But, just as suddenly, we were able to scan the savannah around us, to track animals as they moved, and to visually project where
So if the first cause for sense celebration is that we are generalists, the second is that we’re voluptuaries. We revel in our senses, create art and music to celebrate them, and stand in awe of the beauty they bring. That, of course, is a self-perpetuating cycle: The more we revel, the more neural pathways we 41
P1: OTA/XYZ
P2: ABC
c05
JWBT296-Pradeep
June 7, 2010
6:38
Printer Name: Courier Westford, Westford, MA
42
The Buying Brain
put down to enjoy, and the more and more delight we’re able to create and appreciate, so the more we revel, and so on.
Defining Consciousness
All of our knowledge and insight is gathered through our senses, and our emotions and feelings are expressed using them.
Our senses make sense of everything we encounter.
In the following sections are a top-down view of the five senses of humans, how they work, and what they mean to the buying brain.
Vision
The reason for our attention to the things we see is deep-seated and, of course, evolutionary. About one-fourth of the human brain is involved in visual processing, much more real estate than is devoted to any other sense.
About 70 percent of the body’s sense receptors are in our eyes. To a large degree, we understand our world mainly by looking at it. The easiest and most successful way to capture the Buying Brain’s attention is through great visuals. We have evolved to put our visual senses at the top of our sensory hierarchies, and therefore, visual components tend to trump all others. When vision and sound are presented together, for example, the brain places greater credibility and impact on the visual portion. For example, that’s why the spoken portion of an animated spot with audio/visual synchrony out of sync will be discarded.
Interestingly, vision does not happen in the eyes, but in the brain.
The eyes gather light and enhance focus. But the brain makes sense of the colors, shapes, facial expressions, and landscapes it sees. That’s why we remember scenes in vivid detail months and years after they happen . . . why we “see” imaginary daydreams with ultra realism . . . why the dreams we have at night are vivid, full of detail, and often more “real” than reality itself.
The memory peak for visual impressions is in the age range of roughly 15 to 30 years. Researchers ask people in their seventies what memories they associate with a selection of words or pictures, and they report most memories P1: OTA/XYZ
P2: ABC
c05
JWBT296-Pradeep
June 7, 2010
6:38
Printer Name: Courier Westford, Westford, MA
The Five Senses and the Buying Brain
43
from when they were in that age range. One reason for this is that the years from 15 to 30 are very dynamic for most people—they move away from home, for instance, they get married for the first time, and develop their own identity preferences when it comes to such things as music and literature.
In addition, remember that color doesn’t occur in the world, but in the brain. Our brains “assign” the colors we see as the spectrum of light available to us bounces off objects around us. Not everyone sees the same colors; some of us are color-blind and others are color-gifted. Cézanne once wrote,
“The same subject seen from a different angle gives a subject for study of the highest interest and so varied that I think I could be occupied for months without changing my place, simply bending more to the right or left.”
Bipedal Luxury
Our visual acuity became our core sensory attribute the minute we moved from four legs to two. Suddenly, we were further from the ground and the smells left by our prey, predators, and tribe. But, just as suddenly, we were able to scan the savannah around us, to track animals as they moved, and to visually project where
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