The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 9. The Empathic Brain Is Buying

At the end of this chapter, you'll know and be able to use the following:

• Groundbreaking new research currently underway that shows how our brains react to or "mirror" what we see in others

• Ways to engage the Mirror Neuron System of your consumers to invite them to experience your brand, product, package, message, or environment "first-hand"

The quaint little town of Parma, Italy, is justifiably famous for its weather, architecture, culture, and food. Near the center of the top of Italy's boot, Parma is the sunny, warm home to Parmigiano reggiano cheese, Prosciutto di Parma, many medieval castles, and, of course, the University of Parma, founded in the eleventh century. I give you this little tour of a quaint Italian town, not because I am on their board of tourism (although I'd certainly like to visit), but because it provides me with the opportunity to introduce a bit of irony.

Our ironic story begins on a hot summer day in 1991, within the old stone walls of the university. Biding his time in the 1,000-year-old building sat a macaque monkey (see Figure 9.1), with an electrode implanted in his cranium, specifically in the areas that dealt with planning and carrying out movements. The monkey was calm and happy, quite accustomed to the electrode and to the staff and assistants in the lab, who treated him like a bright and amiable friend.

It was a hot day, so the monkey lulled in his chair, daydreaming. It was a nice day for the monkey, sitting ...