Beyond neuroscience: engagement and metaphor

David Penn

This paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc.

Beyond neuroscience: engagement and metaphor

David PennConquest Research Ltd, United Kingdom

INTRODUCTION

In 1957, Waldemar Kampffert, then the science editor of the New York Times, offered his predictions on how science and technology would shape our lives 50 years hence. In the 21stcentury, he foresaw, we would all travel in personal jets, a retardant for ageing would mean that 70 year olds look 40 and we would live in houses made of plastic. In truth, the future has turned out less exciting: we haven't got the restaurant on the moon that Stanley Kubrick promised us,...

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