Welcome back to the sixth and
final lecture in The Introduction to Consumer Neuroscience and Neuromarketing.
This time we will talk about neuroeethics and consumer aberrations.
If you think about the that we as consumers make up our minds,
we are affected by several things and we deviate from rational choices.
We are affected by brands, we are affected by contexts, by price and we take our
choices, often without really deliberating on what kinds of choices we make.
Now take an example, what if I gave you $100 right now, or
I gave you $120 in a month?
Making these kinds of choices is what we call inter-temporal choices.
And if we look at how the brain responds when you're choosing the immediate reward,
the $100 right now, or the delayed reward, $120 in a month,
we activate two different systems of the brain.
You can see here we have sketched that out.
First of all, the immediate responses is what we call the beta system response.
This is where we find stronger activation of the basal ganglia,
the deep structures of the brain and the medial and ventromedial prefrontal cortex.
As opposed to this, when we are looking at, when people are choosing delayed
rewards, the $120 in a month, we can see what we call the delta system response.
This includes the dorsolateral prefrontal cortex, the priadal cortex and
other cortical regions.
And as you can see they're two very distinct regions of the brain that make
the immediate versus the delayed reward.
Our human brains are filled with errors and as you can see on this link
there's a long list of cognitive mistakes that we can make as human beings.
Although everyone is affected by brands, context and
other people, we also differ in the amount of how much we are affected by all this.