Ever wondered why extreme right wing parties are so popular? After reading a book on neuromarketing it all became clear that right wing parties are champions in applying those models.
The book explains that according to neuroscientists we have three major parts in our brain that work as if they were separated organs: the neocortex (where we proudly think), the intuitive brain (where we intensely feel) and finally the primitive or reptilian brain (where we decide).
So if their theory is true, it is not our intelligence (cortex) which decides but it is our good old primitive brain. The part we share with a lot of other living and less intelligent beings on this planet. This part of our brain is action and “now” driven.
According to research there are 6 stimuli which act upon this part of the brain:
a. egocentric, only concerns with him/herself
b. thinking in opposites (black & white)
c. tangible and simple familiar information
d. remembers only the beginning and the end
e. visual information is most efficient
f. strong reaction to emotions
Doesn’t this look like the receipt of how extreme right wing political movements communicate? And if they do so, neuroscientists predict they made it easy for people to decide. And as human beings are strongly attracted to comfort zones… yes you got it…
For those interested in reading more on the subject follow the link to the book
in english http://www.amazon.com/Selling-Old-Brain-Discoveries-Influence/dp/0974348201
in french http://www.amazon.fr/Neuromarketing-nerf-vente-Patrick-Renvois%C3%A9/dp/2804147339