Conversation with reptile

We can infinitely debate about the human origins and theory of evolution. At the same time, it’s a quite obviously that both human’s and animal’s brains have some similar structures which are responsible for similar functions.

According to MacLean theory, one of the oldest parts of the brain symbolically indicated as a reptilian brain. It is located in dorsal and central parts of the brain and responsible for vital reactions, such an eating, drinking, sexual and defensive behaviour.

The function of emotional (limbic) brain is protecting from dangers and achieving the satisfaction of needs on the emotional level. It’s not a secret that the key task of emotional brain is searching for the possibilities of a peasure.

Finally, neocortex is responsible for thinking, speech, intellect and analysing of all information which comes from the sensor systems (from eyes, ears etc.). 

From the point of view of Neuromarketing, emotional and reptilian brains have the key impact on the final humans’ decision, despite of evolution of the neocortex (Valencia E., 2017; Cerf  M. & Garcia-Garcia M., 2017). It’s especially become clear in stressful, critical situations or even during the process of making decision.  Because of it we are still so close to reptilians…

Yulia Prozherina, Ph.D. in Neurophysiology,
MBA, NMSBA member