3 brains in every consumer I know, at school, you were taught that human beings only have one brain. Structurally this is true, but from a decision-making perspective, human beings have three brains: Reptilian brain – brainstem Emotional brain – limbic system (including the hippocampus) Thinking brain – neocortex or frontal lobe The reptilian brain […]

3 brains in every consumer I know, at school, you were taught that human beings only have one brain. Structurally this is true, but from a decision-making perspective, human beings have three brains: Reptilian brain – brainstem Emotional brain – limbic system (including the hippocampus) Thinking brain – neocortex or frontal lobe The reptilian brain is instinctive. It practises System 1 thinking, which is not really thinking at all, but rather reactive behaviour based on instinct and human urges. The reptilian brain is the most primitive of our brains. It is working in overdrive when we walk past a pizza shop and suddenly feel hungry or see an attractive person and start to worry about our own appearance.The emotional brain is the part of our brain that is responsible for how we feel and react emotionally. Again, it is questionable whether this brain ‘thinks’ at all. For the most part,…