Tuesday, December 22, 2009

Day 119:Oribtofrontal Cortex

I am reading a very interesting book called "How We Decide". Right where, in yoga lingo, your third eye should be, is the orbitofrontal cortex (OFC), a part of the brain that feels emotions. Without this emotional function, humans cannot make decisions. Rather, they would be in analysis paralysis mode, comparing alternatives until the cows come home. It's the emotion in the end, not the rational thought process, that is key to making decisions. Apparently, it is also true that one learns best from one's mistakes. This is due to the fact that the anterior cingulate cortex (ACC) sends out a neuron that basically says "Oops!", which in turn, tells the brain to think hard about what can be done to correct an error.

Coincidentally, I receive a postcard from Stanford inviting me to a conference in Barcelona where the keynote speaker is a neurosurgeon that share his secrets on how to exploit the emotional neurons in the brain to market your wares effectively.

What is amazing is how we are really only 3 pounds of brain matter. How little we know about the brain. How so very mercenary and innovative can one get in the field of marketing.

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