Cultural neuroscience can be defined as the effort to explain the neuroscientific basis of the human mind’s ability to create social and cultural evolution.
Although the brain is born with a certain structure, it is an organ that changes, shapes and learns as a result of environmental and cultural experiences. This feature, called brain plasticity, helps us understand how the brain is shaped by cultural experiences. Cultural differences cause individuals to have different cognitive processes, perceptions and experiences based on social interactions, leading to different activation patterns in certain areas of the brain.
In Western societies, people tend to think more individualistically and analytically. Western individuals perceive in a more isolated way, focusing on the characteristics of an event or object. The prefrontal cortex of the brain is more active to process this analytical thinking.
In Eastern societies, individuals are often more focused on their environment, groups and relationships. People in these societies have a holistic way of thinking, meaning they see things more holistically and pay more attention to contextual factors. Neuroscience research has found that the brains of individuals raised in Asian cultures show more activity in areas such as the parietal lobe to process the broader visual and social context.
Neuromarketing research shows how cultural differences influence consumers’ neuroscientific responses to products and services. In Western cultures, advertising campaigns that emphasize individual achievement and authenticity can be effective, whereas in Eastern cultures, messages related to community cohesion, harmony and traditions may be more effective. In Western cultures, advertising campaigns that emphasize individual achievement and authenticity may be effective, whereas in Eastern cultures, messages associated with community cohesion, harmony and traditions may be more effective. The relationship between cultural differences and neuroscience explains how the brain adapts and is shaped by environmental and social factors. Neuromarketing can use this relationship to develop more effective strategies because consumers’ decision-making processes are tightly linked between neuroscientific underpinnings and cultural contexts. Culturally sensitive marketing strategies can better target consumers’ perceptions and generate stronger results for brands.
Reference: Psychologist Merve Altındağ
Tanrıdağ, O. (2015). Sosyal Nörobilim. Nobel Tıp Kitabevi.
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