What brain do we address as marketers?
Behavioral science has proved years ago that we have “2 brains”. And that it’s more efficient to work with the one we don’t work with yet.
In 2007 two scientists — Brian Wansink and Jeffery Sobal — ran a study on 140 people and established that 99% of day-to-day decisions they made were automatic and subconscious. People did not even notice the very fact of deciding anything.