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Truths About Neuromarketing

Cognitive Neuroscience and Neuromarketing

Neuroscience has been developing at an ever-increasing pace in recent years, illuminating the complex mental and emotional processes of the brain. In this context, Electroencephalogram (EEG, brain electrical activity) and functional Magnetic Resonance Imaging (fMRI, brain blood circulation) methods, which allow the measurement of brain activity without causing any pain or damage to the subject, are important scientific tools. Over the last 20 years, thousands of studies conducted with both methods in normal healthy individuals have generated a significant body of knowledge on the biological mechanisms underlying the brain’s processes of attention, perception, learning, emotional arousal and decision-making (cognition). The fields of neuro-economics and neuromarketing are emerging applications of this knowledge.

Both methods have significant advantages over implicit discourse and indirect measurement methods based on eye movements or facial gestures. While implicit discourse and indirect measures often do not yield reliable results due to differences in the capacity of individuals to express their mental processes and are significantly influenced by the interviewer or the interview setting, the underlying neuroscientific measures, which reflect the various stages of the perception process, are independent of such external influences. As such, they offer a new scientific window into understanding consumer behavior and its underlying causes.

However, the main point to be considered when applying the data provided by neuroscience to applied fields such as neuromarketing is that the measurements should be carried out with the seriousness and precision of scientific research.

EEG Measurement Technology

Today, the introduction of devices that measure EEG signals with cheap circuits and that can be easily used by any user, mostly for purposes such as managing game consoles with brain waves, has paved the way for groups without expertise in EEG to operate in the field of neuromarketing with such devices with very low measurement accuracy. However, there are many studies and scientific publications showing that these devices do not provide reliable measurements of EEG signals. Our experience is that the signal-to-noise ratio of these devices does not allow us to obtain findings that we can easily obtain with research/medical grade devices. More importantly, the scores such as engagement, excitement, frustration, etc. that these devices produce from the EEG signal for gaming purposes have no scientific validity. Nevertheless, these scores are used for neuro-marketing purposes.

Furthermore, the EEG signal is easily contaminated by much larger electrical activity from sources such as head muscles, eye movements, etc. Since no algorithm has yet been developed to reliably eliminate such noise automatically, the measurements must be reviewed by a Cognitive Neuroscience expert to remove these artifacts before analysis.

Event-related Brain potentials (ERP)

An important shortcoming/error in the widespread neuromarketing practices is that a scientific measurement requires an experimental design based on a hypothesis. Without any hypothesis/experiment design to obtain reliable information about the brain, the results that can be obtained by measuring on-going brain activity (on-going EEG) while a person is making observations similar to those during daily life (e.g. watching an advertising video) have very limited power. Such measurements can only provide a rough indication of a person’s level of alertness, emotional arousal and stress.

On the other hand, by repeating static visual or auditory stimuli derived from EEG and presented within the framework of an experimental design many times and analyzing the EEG signals obtained in temporal relation to them, it is possible to measure the brain’s responses to these stimuli specifically. These measurement techniques are called event-related potentials (ERPs) and event-related oscillations (EROs). These methods enable highly accurate measurements of the brain’s mental processes such as attention, memory storage, retrieval, semantic processing and decision-making in response to specific stimuli. The great success of Cognitive Neuroscience in the last 20 years is based on this measurement methodology.

In order to effectively apply ERP and ERO methods to market research, the marketing question must first be defined in the best possible way, an appropriate experimental design must be developed, measurements must be taken by expert researchers with reliable instruments, noise must be removed, and the results must be interpreted by sophisticated analysis methods. In this context, market researchers and neuroscientists need to work together in close contact.

The most important gains of this method, which is much more comprehensive and laborious than the common approach in practice, can be summarized in the following two points:

The findings are not open to speculation and interpretation, but are presented within the limits of scientific prescription and statistical significance. When it comes to major conceptual steps, such as the development of a new marketing strategy, it enables the reliance on data whose reliability has been rigorously tested.

The range of questions that can be addressed within the framework of in-depth preliminary work with the marketing team is vast. In this context, instead of simply answering a simple question, such as the extent to which an advertising video or package design stimulates a person, which is often open to interpretation, it is possible to answer much more specific conceptual questions, such as what associations the product makes in the consumer’s mind, what is the appropriate brand slogan on which to base a marketing strategy, in what ways the product is perceived to be different from alternative products, and in what way this difference exists.

Kaynak: Prof. Dr. Tamer Demiralp, İstanbul Üniversitesi, İstanbul Tıp Fakültesi, Fizyoloji Anabilim Dalı

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Subconscious or Unconscious? S. Freud’s Views of Concepts

Sigmund Freud, known as the founder of psychoanalysis, talks about both structural and topological concepts when explaining the psychic structure of human beings.

According to the topological perspective, the human psychic world consists of consciousness, preconsciousness and unconsciousness. According to Freud, there are primary and secondary processes in the psychic structure. Primary processes represent the unconscious and secondary processes represent the conscious and preconscious. Freud likens this structure of the psychic world to an iceberg. While consciousness represents the part of the iceberg above the water, the unconscious represents the part below the water. Regarding the existence of the unconscious, Freud speaks of the unconscious as necessary and legitimate. The unconscious is necessary because there is a gap between each information in the consciousness and the consciousness is insufficient to fully explain the behavior of both healthy and unhealthy people.

Many of Freud’s books contain his concept of the unconscious and his theory of personality. However, despite such widespread coverage, an ambiguity about Freud is noteworthy. While discussing his views in the Turkish psychology literature, it is possible to come across the concept of “unconscious” in some sources, the concept of “subconscious” instead, and both in others. These differences in usage bring along various questions. Which concept did Freud use originally, the unconscious or the subconscious? When we look at Freud’s works in general, it is clear that the concept is used as unconscious. When we examine the numerous case studies written by Freud between 1905 and 1920, we come across the concept of unconscious in them. However, there is no such unity in Turkish translations. In some works, although the concept is originally translated as “unconscious” in English, it is translated as “subconscious” (bilinçaltı) in Turkish, while in others the concept is translated as “without conscious” (bilinçsiz) and so on. This gives us an idea that there is a problem in Turkish usage that is generally caused by translation.

When one does in-depth research on Freud, it is possible to come across his earlier works, which are little known. For example, Freud has a work titled Quelques Considérations Pour Une Étude Comparative des Paralysies Motrices Organiques et Hystériques (Some Points for a Comparative Study of Organic and Motor Paralysis) published in French in 1893. When we look at this work, we can see that Freud also uses the concept of the subconscious. Freud states the following: “When the impression remains in the unconscious (le subconscient), it becomes impossible to destroy it.” In fact, this is probably the first concept Freud used to refer to non-conscious mental processes. As can be seen, although the concept of the unconscious is found in almost all of his works, it is possible to encounter the concept of subconscious in his early works. In order to clarify the issue, it would be useful to examine, research and read the historical development of the concepts of subconscious and unconscious and Freudian psychology.

As a result, it was seen that Freud used these two concepts in different meanings. We can easily say that Freud was not the first to use and formulate the concept of the unconscious. Freud benefited from the accumulation of thought before him and adapted this concept to his system with a psychological content. It is known that Freud benefited from Janet and his concept of the subconscious during the development of his theory. For this reason, Freud used the concept of subconscious in the early periods. However, our analysis has shown that when it comes to Freudian psychology, the concept that should be used is “unconscious”. It is accepted by many psychologists that it would be wrong to use the concepts of the subconscious and the unconscious interchangeably. In fact, this distinction has been made by Janet and Freud, who are important representatives of both concepts. The concept of the subconscious was seen as a more clinical concept in terms of its compatibility with topographical theory and the fact that it refers to a place below consciousness, and this usage was preferred among neurologists. However, Freud did not approve of this usage because of the risk of confusing consciousness with the psyche and preferred the concept of the unconscious. In works translated into Turkish or written in Turkish, when Freud’s theory is in question, the concept is sometimes used as subconscious. It is seen that this usage is erroneous and that there is a translation error in the translations. However, we can claim that this error is due to a reason. Since the concept of “repression”, one of the most important concepts of psychoanalysis, expresses a downward direction in Turkish, and since repression is from the consciousness to the unconscious, it is quite practical to depict the unconscious in a spatial manner as a space below the consciousness. The concept of the subconscious seems more appropriate to topographical theory. The expression “suppressing the subconscious” is more useful than “suppressing the unconscious”. Although some of the Turkish works use the term “unconscious”, it was observed that the term “subconscious” was preferred when talking about topographic theory or when discussing the concept of repression. When we look at Freud’s older Turkish translations, some of them use ” pushing” instead of “repression”. It is easier to say that some thoughts are pushed from the conscious to the unconscious instead of repressed. Some translations even use the term “stuffing”. If the concept of “pushing” is used instead of the concept of ” repression”, it is likely that the expression “pushing out of consciousness” will be more accepted.

Kaynaklar: Uçar, S., 2019. Psikanalizde Bilinçdışı,  Sevinç, K., 2019.  Freudyen Psikolojide Bilinçaltı ve Bilinçdışı Kavramları Arasındaki Benzerlikler ve Farklılıklar 

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WE EXPOSE THE TRUTH ABOUT ”FACIAL EMOTION STATE” STUDY!

Unfortunately, the facts and myths about the ‘Facial Emotion State’ method, which has come to the forefront among neuromarketing methods in recent years, are confused with one another. As in every field of neuromarketing, there are information and perception inaccuracies in this field, and the method is applied and defined in different ways.

Let’s look at the characteristics of a correct ‘Facial Emotion State’ analysis carried out within the limits of real science;

  • The most striking feature of physical and neurological research is that it can measure the emotional response of consumers to marketing arguments, brands, and products within the limits of scientificity. It is the emotional dimension that drives the behavioural dimension in the communication that brands establish with their customers. A correctly performed Facial Emotion State analysis, which comes into play here, gives the emotional dimension of the brand within the limits of scientificity with 95% reliability rate.
  • In Facial Emotion State analysis, the emotions of people against any stimulus are analysed by reflecting the responses from the central and autonomic nervous systems to the outside with the movements of the facial muscles. It provides enriched perceptions by observing the body’s reactions to instant stimuli and revealing emotions by monitoring facial expressions, which is a means of communication.
  • Participants involved in the analysis are identified by the system and their feelings towards each stimulus are given based on the emotions test.

On the other hand, in an accurate ‘Facial Emotion State’ study performed in conjunction with constant EEG, the body’s reactions to instant stimuli are observed in addition to measuring brain waves, and involuntary emotions are revealed by monitoring facial expressions, which are a means of communication, and more enriched perceptions are obtained. In the Facial Emotion State method, which is performed in conjunction with constant EEG, brain wave activity and the identification of facial expressions are recorded and evaluated synchronically. With this technique, a camera image-based analysis of facial expressions is performed and the basic emotions of the participants such as happiness, sadness, anger, surprise, fear, confusion, and hatred are determined on a millisecond scale. Since EEG receives the responses of the cortex, a match can be made with the responses received from the face. For example, when a person gets angry while watching something, he/she can also express this emotion with a sarcastic smile. Then, if EEG is used, with the precise responses from the brain, it is clear whether this is anger or whether it is really laughter.

We say: “The reliability rates of so-called Face Recognition studies, which are carried out without adhering to the above facts, are low and misleading when only facial muscles are recorded without using individualisation or EEG.”

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What Does Neuroscience Have To Do With Marketing?

As a result of increasing competition conditions, the need for differentiation, the need to gain new customers and the activities to retain the customers are pushing businesses to consumer-oriented marketing approaches. In the past, the next generation marketing trends were data-driven marketing, guerrilla marketing, integrated marketing, word of mouth, and viral marketing. But today, the important role of the internet in our lives, the deepening, development and digitalization of research methods, the latest technologies developing in the examination of neuroimaging activities, which have an important role in understanding the consumer, demonstrate that new trends have been added to those mentioned above. These are mobile marketing, digital marketing and neuromarketing. It has been realized over time that conventional marketing methods are insufficient in revealing the real thoughts that pass through the minds of the consumers. Thus, the technological methods of reaching deeper thoughts and behavioural patterns of the consumer have begun to be investigated.

Thanks to the development of technology, the process of people’s decision-making process has become measurable only with neuroscience methods, since it is linked to our neurological and biological systems. However, in order to fully explain the decision-making processes of individuals, other scientific fields such as marketing, psychology, sociology, anthropology, and economics should come together as well as neuroscience. It would be even more beneficial for these disciplines to create a chain of concepts that can be explained on a common denominator.

Historical Development of Neuromarketing

Let’s take a brief look at the historical process of neuromarketing. An American railroad worker loses his frontal lobe after an accident, but he survives. This accident, which causes the worker in question to change his character after a while, causes scientists to turn to neuroscience studies (Sal-man &Perker, 2017). First, neuroscientific research was born with the concern to unravel how people make decisions. In 1985, we see that Antonio Damasio formed the basis of neuromarketing. “Is Descartes’ Mistake the Only Truth of Neuromarketing?” Somatic Marker Theory.

Since 1985, neuroscientific research has been carried out in military research centers and universities, especially in the USA. In the 1990s, Gerald Zaltman announced that he used the fMRI device in market research, and in this way the first technological steps of neuromarketing research were taken. Ale Smidts asks: “Can we use the science of neurology, which is used to better understand people and cure their problems, to understand consumers and offer them better solutions”. In this direction, the concept of neuromarketing, which is a combination of neuroscience and marketing, emerges (Ecertaş, 2010).

Patrick Renvoise’s research on sales, marketing and neuroscience forms the basis of the method called “Selling to the Old Brain”. Read Montague, professor of neuroscience at Baylor College of Medicine, conducted the first neuromarketing study in 2003 and was published under the name “Neuron” in 2004 (Morin, 2011, p.132).

In 2012, Martin Lindstrom conducted a global neuromarketing study that had never been done before. He collected his research findings in the book “Buyology” and presented it to the market. The book was included in the neuromarketing literature and contributed to the writing and research process of many articles.

CONCLUSION: Having more than one product and service in the market makes it difficult for people to make decisions. Marketing people aim to make their products and services more preferable. With this purpose, they aim to simplify and accelerate the purchasing process. For this reason, companies need to act according to what is in the minds of consumers. The definition of neuromarketing, which has entered our lives for this purpose, is the use of techniques in neuroscience to understand the response of the human brain to marketing stimuli. Its main purpose is to better understand and predict the unconscious behavior of consumers. If the slogan “Neuroscientists and Market Researchers Hand in Hand” is adopted, important success stories can be achieved in many neuromarketing studies.

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THINGS YOU MUST KNOW ABOUT EEG

EEG yolculuğu

In order to measure consumer behaviour and brand perceptions of customers; the marketing experts, brand managers, advertisers, and market researchers have recently begin to prefer Neuroscience Research, which pinpoints the underlying emotional and rational factors that influence the brain’s decision-making process. Neuromarketing, which is within the scope of Social Neuroscience, reveals how the brains of people as customers, and ultimately THE PEOPLE AS SHOPPERS work in decision of shopping by feeding on science and marketing.

Currently, one of the most important technologies in the hands of Neuromarketing is Electroencephalogram (EEG). EEG, the electrical activity of the cerebral cortex, allows the measurement of brain activity without causing any pain or damage to the subject. There are 2 different methods specified in the literature for measurements made with EEG. These are:

  • Standard EEG (On-Going)
  • Event-Related Potentials (ERP)

Standard EEG

The results that can be obtained by measuring ongoing brain activity using the standard EEG method, without making any hypothesis or experimental design in order to obtain reliable information about the brain, have a limited efficacy.

Event-Related Potentials (ERP)

It is possible to measure the responses of the brain to these stimuli in a specific manner by repeatedly providing static visual or auditory stimuli derived from EEG that presented within an experimental design, and analysing the EEG signals obtained in a temporal correlation. These measurement techniques are called Event-Related Potentials (ERP) and Event-Related Oscillations (ERO).These methods makes it possible to measure with high accuracy the mental processes of the brain such as attention to specific stimuli, recording in the memory, recalling from the memory, semantic processing, and decision making.

Differences and Superiorities of the Event-Related Potentials (ERP) Method

  • Name: The measurement made with plain EEG without using the ERP method is called the Standard EEG Study.
  • Scientificness: The standard EEG study is only a measurement. However, the ERP method is the most scientific method in the cognitive field.
  • Reliability: The rate of reliability is over 95% in measurements made with ERP.
  • Hypothesising: ERP is a study of hypotheses, in which some hypotheses are created before the study in order to answer the questions asked by the customer about the stimulus to be tested (i.e. brand concept, packaging, logo etc.)
  • Researche: There are many type of research in neuromarketing. Studies such as “Concept Test”, “Image Research”, “Brand Creation and Development”, “Animatic or Storyboard Pre-Tests” can be carried out with ERP.
  • Methodology: The methods of standard EEG and ERP study are completely different from one another. Please contact NeuroMark for more information.
  • Memorability and Semantic Correspondance: In the Event-Related Potentials methodology, the scores of ‘Semantic Correspondance’ and ‘Memorability’ are determined in addition to the ‘Attention’, ‘Mental Effort’ and Positive and Negative Emotion Level’ in the Standard EEG. Semantic Correspodance brings forward the real association between the attributes/qualities that are thought to be associated with the brand.

IN CONCLUSION:This measurement methodology is the mainstay of the great success of Cognitive Neuroscience in the last 20 years, which we can only ask to the brain specific questions about cognition with ERP. Only Neuro-Mark applies this very efficacious and advanced methodology in Turkey.

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Power of Neuroscience and Neuromarketing

neuroscience and neuromarketing

Throughout human history, countless disciplines have tried to unravel the mystery of human behaviour by using conventional and experimental methodologies. Though, these methods have always been insufficient and inefficacious to correctly interpret the human behaviour, which has a direct link to the working of the brain.

Thanks to the recent advances in science, we can make the best use of brain imaging methodologies to understand the functionality of human brain. This evidence-based research discipline that tackles with the usual and unusual biological responses of the human brain is called “Neuroscience”.

Neuroscience (Brain Research) has developed at an increasing pace within the recent years, and has shed light on the complex mental and emotional processes of human brain. In this context, Electroencephalogram (EEG, brain electrical activity) and functional Magnetic Resonance Imaging (fMRI, brain blood circulation) methods have become the most important scientific tools in neuromarketing and enabled us to measure the brain activity without causing any pain or damage to the subject.

In the last 20 years, thousands of studies have been conducted in normal healthy individuals with both methods, and these studies have created a significant know-how and an accumulation of knowledge on the biological mechanisms that lie behind the attention, perception, learning, emotional arousal and decision-making processes (cognition) of the brain. Neuromarketing is one of the developing application areas of this know-how.

Regarded as the new generation method in today’s marketing world, ‘Neuromarketing’ is the neurological and physiological study that focuses on the subconscious responses of the mind towards various stimuli. In our day, we know by evidence that the subconscious is very effective in decision-making processes of consumers. By utilising this method, we can scientifically measure the subconscious perceptions, tastes, preferences, reactions, and purchasing tendencies of consumers.

By shedding light to darker corners of consumer attitude and behaviour, Neuromarketing provides the opportunity to look at the consumer world from a broad perspective, which constitutes its primary advantage. Technologies such as EEG, Mobile EEG, Eye Tracking, Face-Emotion Matching System and Galvanic Skin Response and Resistance are used for measurements in neuromarketing. The main point that should not be forgotten in the use of the data provided by neuroscience in applied fields such as neuromarketing is that the measurements be carried out with the discipline and precision of scientific research.As we always point out, all these methods should be carried out by neuroscientists. Each study should be modelled as boutique, so that the reliability rate will be 95% and more. The results should be analysed for statistical significance. The studies should be supported by qualitative research to enrich neuromarketing findings. Additionally, these measurements should be fast, practical, up-to-date and accurate. When all these are realised, a neuromarketing study will enlighten the so far obscure consumer attitudes and behaviours, and will show the sides so-far invisible, and will lead marketing strategies with a scientific, holistic and result-oriented perspective.

It would not do just to restrict the neuromarketing studies with sectoral basis.Until recently, only results obtained from conventional research methods were being used to attribute meaning to the popularity of any product used in the promotion and in other research. However, it is quite clear that examining the popularity in this way should always be based on behavioural factors, in other words, it is subjective. Today, we know for sure that there is a need for systematics other than conventional methods in order to reach an objective measurementof a product.

How is neuromarketing perceived in Turkey?

“An elephant comesin the middle of some people who have never seen an elephant in their lives. Some would grab it by the ear and say “this is a bat”, some would grab it by the nose and say “this is a snake”…

Sadly, this phrase reflects the perception of neuromarketing in Turkey. In order to create a difference and attraction, the companies put forward some unscientific definitions and studies that are carried out without adequate measurements/applications in the field of neuroscience, without bothering to learn the essentials.

Neuroscientists and Market Researchers Hand in Hand…

The reality behind the success of neuromarketing and many other disciplines with the prefix “neuro-” is the continuous cooperation between neuroscientists and market researchers without violating the professional boundaries.

In the literature, countless neuromarketing studies, carried out with a cooperation of academic sector and private sector, have resulted with significant success.

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Just Smile…

gülümseme

A famous author and comedian Gülse Birsel famously says “What we call ‘brain’ is in fact a 1.5 kilo of fat and water. Do not take it that seriously. When you laugh, your brain is easily fooled and thinks that everything is in order and naively secretes serotonin. Therefore, smile whenever you can! At the very least, people will believe you are doing great.”

Laughing and smiling are among the fundamental gestures of mankind. Laughing is such a multi-dimensional action that not only physiologists, neurologists, psychologists, sociologists and philosophers are interested in it, but also the authors and artists dabble with it to a great extent.  People may laugh out of happiness, anger, boredom, or just to look sympathetic to others. Whatever the reason is, laughter has a tremendous positive affects to the body and soul.

In this article, we examine the act of smiling at a neuroscientific point of view. There are 2 different types of smiling in the human anatomy, which are the conscious social smile and the real smile.

Conscious social smile involves conscious activation of the labial muscles at the side of the mouth.When we smile, the large labial muscles contract and the lips tighten.The most obvious distinction of a genuine happy smile and a conscious social smile is revealed by the muscle surrounding the eyelid, which is called the orbicularis oculi.This muscle’s primary function is to close the eyelid and it is not activated in the conscious social smile. In social smile, signals are sent from the frontal area of ​​the brain to the motor and premotor areas.Various scientific studies show that even this kind of smile triggers a slight sense of happiness. In other words, even a conscious social smile measures, albeit small, a real sense of happiness.

The description of a real smile has been made by the French neurologist Guillarne Duchenne for the first time.Emotions are transmitted to the facial muscles through the activation of the autonomic nervous system and the deep brain structures, such as the Amygdala, Orbitofrontal Cortex, Anterior Cingulate Cortex and Insula, and are reflected in the face via the movements of facial muscles. In a real smile, the facial muscles cause the lower part of the eyelids to swell and the corners of the eyes to wrinkle, revealing the characteristic lines.The unintentional function of these muscles makes a true heartwarming smile impossible to be produced on conscious demand. In an intimate smile, signals originating from deep brain structures, such as the Amygdala, are conveyed to the motor cortex.A real smile, which includes the movement of both the labial and the ocular muscles, is usually a reflection of a happiness.

Famous Quotes on Laughter and Smile:

“Laughter is the shortest distance between two people.” – Victor Hugo

“One shall not forget the fact that a woman never smiles only with her mouth, but also with her eyes. If her eyes twinkle with joy, a woman is happy.”– Cemal Süreya

“The human race has one really effective weapon, and that is laughter. Because the real enemies we face are pain and sorrow, not each other.” – Mark Twain

“Wrinkles should merely indicate where smiles have been.” – Mark Twain

“The best feeling in the world is to know that you are the reason of one true smile.” – Ayşe Kulin

“Laughter is the tonic, the relief, the surcease from pain!” – Charlie Chaplin

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Appeal to the Emotions

acı ve haz

Emotions are not only a set of gestures and movements on the face triggered by the contraction of facial and corporal muscles in certain ways, but they are also the triggered by neurons. There are seven basic universal emotions: fear, anger, joy, sad, hate, disgust, and surprise.

Emotions are formed in our brain. Brain has the most important job to do in emotional mechanisms. Emotions affect cognitive functions, and cognitive functions control emotions. Emotions of people against anything kind of stimuli that they see, voice, taste or feel are actually the responses from the central and autonomous nervous systems.Some scientists claim that these responses are open to genetic tendency, but there is no evidence in the literature on this matter. Facial muscles are triggered by the autonomous nervous system and deep brain structures (i.e., Amygdala, Orbitofrontal cortex, Anterior cingulate cortex and the activation of Insula).

Experiences, experiments and studies reveal and emphasize how effective emotions are in all areas of life today.It is very important that we recognize each other’s feelings so that we can empathize with the people in our lives and predict what their next steps will be.In order to express ourselves to the people around us, we must first be able to understand and express our own feelings.

Today, people’s emotions are analysed through the expression of facial muscles.However, the measurement and analysis of emotions should be carried out by neuroscientists themselves with proper measurement methods that will go into the literature, and statistically significant scores should be reported. Statistical significance means that the commonly feel the same emotion against the stimuli presented to them. It is necessary to evaluate the emotions against each visual/auditory stimulus presented and to make a individualised emotion mapping.

Whatever you do in all areas of life – appeal to the emotions! Facts and figures are never enough, words count up only to a certain point, logic never functions properly… Emotion is required for decision!

On this matter, Antonio Damasio, a Neurology and Psychology Professor at the University of Southern California, says, “We are not thinking machines whoalso feel; we are rather feeling machines who also think”. This seems to change the  cliché “do not involve emotions in  decision-making!”Today, the theory ‘first feel, then do, think last’ is being narrated in the training of individuals, since the emotions create action and trigger decisions.