The NeuroScience of Preference is based on a kaleidoscope of overlapping unconscious, visually-based memories and experiences that are embedded deep in the human mind. In the unconscious lies the individual’s aesthetic and emotional preference baseline. With no awareness or effort on behalf of the individual, visual memories trigger unconscious emotional and sensory needs that automatically influence an individual’s choice process and the decision to purchase. Beginning in the late 90’s, scientific research used MRI technology to look into how the brain processes choice and purchase decisions – which later evolved into behavioral economics or as now identified as NeuroEconomics.

In one of these studies, researchers at Stanford University found that (Customer) preference is stronger than (Brand) familiarity after examining the brain pleasure center (NAcc activation) of humans who were given the opportunity to purchase different products. [1] When a visual stimulus is pleasing to the unconscious mind (reflecting the individual’s aesthetic preference), Dopamine is released in a “gimme-more” transmission to the brain’s pleasure center via Serotonin. [2] [3] Leading scientists in the psychology of judgment and decision-making find 95% of all human processing takes place in the unconscious mind, automating the brain response and reaction to visual stimuli. The unconscious mind is the filter of our perceptions.

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