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I was having a discussion with a neurosurgeon last week about neuromarketing – the combination of marketing and neuroscience to generate response – and he brought up an interesting point, which was that once neural pathways have been established – you are simply seeing a map of the road (but, in the brain, obviously).
If you put an MRI on my brain and ask me to think of racing – you will see certain parts of my brain fire up. The thing is, my brain may fire up differently than yours. I used to race, so my memories will react differently. Asked to experience those memories (or having them triggered) is going to adjust my physiology (heightened visual cortex awareness, fast-twitch response activation), etc. Your experience with racing may be completely different. It’s not that I’m right and you’re wrong, it’s just that my brain got wired differently.
Associate Creative Director at bloomfield knoble