Brain science challenges media neutrality
Mike West and Graham Spickett-Jones
Psychologists have known for decades that many of our decisions have little to do with rational thought. Marketers also recognise some of these issues; some advertising models suggest that it might be better to attempt to communicate with consumers using emotional messages and humour, rather than hope for thoughtful reflection on a brand.
Psychologists and marketers also tend to agree that three major components combine in the decision-making process: thought, emotion and behaviour. However, true understanding of how the human mind physically reacts in response to marketing stimuli,...