A new enlightenment: why the next 50 years will be different

David Penn

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences.

A new enlightenment: why the next 50 years will be different

David PennConquest Research Ltd

INTRODUCTION

Missing the Target

Our current models of consumer behaviour date from an era when marketers called the shots. They made the ads, designed the products and told us what to believe about them. In one model, the 'rational' consumer coolly appraises the objective benefits of the options on offer; in another, she is de-centred, disempowered and at the mercy of the cultural hegemony imposed from above.

These contrary views of consumer behaviour reflect our philosophical confusion. We may not realise it,...

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