The Limbic System: Where Habits Form and Live

Wrapped around the dinosaur brain is a remarkable set of structures collectively known as the limbic system. Sandwiched between the oldest and newest parts of the brain, this region of the brain, more than any other, will determine the reception your product receives in the marketplace. This is where memories are formed and habits are learned. It is also the center of emotional experience.

This section starts by outlining how habits are formed in the basal ganglia. This process underlies the role of habits in customer behavior. By understanding how habits are formed, stored, and activated, managers will understand what they must do to make their products a habit instead of a choice.

Next, we examine ...

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