Primal Instinct

November 27, 2024: We spend a lot of time wondering what other people are thinking. Our brains evolved to understand the thoughts and feelings of others, essential for social relationships. We have become so skilled at thinking that we worry what other people are thinking. In essence, we put ourselves in someone else’s mind and make assumptions on what that person is thinking when we cannot really know.

The area of the brain that allows for this, the prefrontal cortex, is associated with complex cognitive behavior like reasoning, decision-making, problem-solving, and social interactions.

Interestingly, research shows that this more recently evolved area of the brain, essential for complex social interaction, is in constant communication with a more ancient part of the brain called the amygdala.

Often referred to as the “reptilian brain,” the amygdala is associated with detecting threats and processing emotions, especially fear, anxiety, and aggression, known as the “fight or flight” response. This term comes from the idea that these brain regions evolved much earlier and are similar to structures found in reptiles, which rely heavily on instinctual responses to survive in their environments.

The amygdala and the prefrontal cortex function co-actively, particularly during emotional and cognitive processing. While the amygdala plays a crucial role in processing emotions, especially fear and anxiety, the prefrontal cortex is more involved in higher-level cognitive functions such as decision-making, impulse control, and emotional regulation.

The prefrontal cortex regulates the amygdala’s responses to emotional stimuli, which is important for managing emotions and making rational decisions in emotionally charged situations. On the other hand, the primal instinct processes of the amygdala can override impulse control and rational decision-making. 

While I don’t understand all of this and there is much more  to the process than what I describe, it seems reasonable. Anyhow, we do not know what other people are thinking. 

Nonetheless, the business world understands the reptilian brain:

Deliver a message that evokes a strong emotional response and instinctual reaction. Use simple, direct language that appeals to fundamental human needs and desires.  Use catchy slogans and sound bites for easy recall. Create a sense of urgency or crisis to get the customer to buy into your message and act now. Whenever possible, make sure the message appeals to our fears, pride, or sense of belonging.

The art of the deal is to craft and deliver a  message that appeals to the primal instinctive and emotional part of our brain, bypassing the more complex cognitive rational processing part. 

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