Why Neuroscience?

Written by Martin Lucas

The science of thought is an ever-evolving science. In a very short space of time, this field is going through dramatic change as we try to understand the most complex computer on this planet - the human brain. Today’s society has a very limited understanding of how the brain works. We still judge most of our understanding using traditional IQ measurements, but we have some other priorities to add to the mix:

Glial cells - How we connect thoughts together. One’s intellect is limited by the proportion of glial cells to neurons in the brain. Einstein had a dramatically higher ratio than the standard 2.76:1 of glial cells to neurones, he actually has almost double the normal ratio. There is always a deeper truth to anything including genius.

Follower Mindset - We humans operate in packs, teams, companies, cultures, countries. We are followers by nature and this generates a collective mindset of behaviours that we follow. This is true for all aspects of life and society and brand equity is a large factor in this behaviour.

The science of a decision - When making decisions there are three parts of the brain in play: Conscious - Subconscious - Unconscious. When you make decisions, you may only use one, two or all three parts before you act. When it comes to shopping, this varies based on who the item is being bought for (you, partner, friend, food, functional, family, etc), the value (price, cost), trust of and loyalty to the brand, and on and on. 

Whilst the brain doesn't evolve as quickly as we think, what is evolving at a rapid rate is our understanding of how it works and that makes for some groundbreaking insights.