3. The PFC: Home to the Executive Mind

The major goal of this book is to shine a light on the hidden influence of the habitual mind in customer behavior. However, the executive mind plays a critical role in most decision making, and marketers must understand how to work with both systems. Because the executive mind can think about only one thing at a time, it hands off routine decisions to the habitual mind. When the habitual mind encounters novelty, it engages the problem-solving abilities of the executive mind. When the executive mind becomes involved, it might take over the entire decision or make a small modification and then return control to the habitual mind.

Wendy Wood's research shows that when habits are strongly formed, they control ...

Get Strategies for Success in Retail (Collection) now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.