The limbic system, the cognitive mind and the user illusion that misleads

“The consciousness of a consumer is like a government spokesperson who has to announce decisions they a) did not participate in and b) whose true decision-making reasons are not accessible to them.” This is a paraphrase of a quote from the American neuro-philosopher Daniel Dennett. What it tells us, in brief, is that it is pointless to ask consumers what they want and why. Further, it is irrational to base strategies on insights gained from the consumer’s conscious mind. Up to 95 per c

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