Humans face tough calls daily—like splurging on a painting or holiday versus piano lessons or better car insurance. These options feel worlds apart, yet we compare them consistently. This points to an efficient neural system funneling choices into a core valuation hub.
Brain imaging reveals activation in the medial orbitofrontal cortex (OFC) and possibly the posterior cingulate cortex tracks the difference in value between options. It’s not just “this one’s better”—it’s a quantity showing by how much. Echoing macaque studies, the OFC encodes a cardinal (measurable) valuation scale, beyond simple ordinal preference (this over that). Research shows OFC handles comparative valuation for gains, losses, or mixes, blending them into an overall score. Whether picking the smaller loss or bigger gain, the process stays similar.
The ventromedial prefrontal cortex (VMPFC) and striatum encode subjective value of goods or actions to guide choices. Past experience feeds this via dopaminergic neurons in the midbrain, acting as a teaching signal to learn action values. The ventral tegmental area (VTA)—at the hindbrain-midbrain junction, mostly unconscious—pairs with the conscious OFC in the forebrain (behind the forehead). Valuation blends unconscious and conscious signals.
Emotions drive this, triggered by neurotransmitter shifts like dopamine, serotonin, oxytocin, and acetylcholine. Fear spikes amygdala activity, dopamine, acetylcholine, cortisol, and adrenaline. Security and interest boost dopamine and serotonin. Anticipated gains light up the nucleus accumbens with dopamine surges. Risk heightens anterior insula activation and drops serotonin. Rewards deliver dopamine from VTA to prefrontal cortex.
Most decisions hinge on emotions and the memories they stir—or memories stirring emotions. Brands master this: they evoke feelings and recollections. The hippocampus pulls memories amid amygdala-fed emotions, drawing from declarative memories (consciously recalled events, facts, word-of-mouth, post-purchase experiences). Positive outcomes reinforce choices; negatives deter repeats. Yet past-based decisions aren’t always optimal.
Non-declarative memory operates unconsciously, shaping behavior and thoughts. Procedural memory, a key type, powers effortless habits like riding a bike, tying shoelaces, or washing dishes—our “how-to” knowledge. It explains grabbing Colgate toothpaste automatically or Cadbury for Indian celebrations. Walking feels natural thanks to it, though hard to explain. Habits and cultural norms rely on it too. The basal ganglia, especially the striatum, forms and retrieves these via sub-cortical systems.
The medial temporal lobe (MTL), including the limbic system (hippocampus, amygdala, cingulate gyrus, thalamus, hypothalamus, etc.), handles declarative and episodic memory. Hippocampus transfers short- to long-term memory, manages spatial tasks (London cabbies’ hippocampi grow up to 40% larger), and even generates new neurons. Amygdala processes emotional, social, sexual, and olfactory memories.
Memory builds in stages: sensory, short-term, then long-term. All cooperate for lasting recall. Powerful brands thrive in both unconscious procedural memory (automatic actions like reaching for Maggi or Marlboro) and conscious episodic/semantic memory. As a brand marketer, embed your brand in procedural memory—make it the unconscious default, like Colgate at dawn.
This neural dance explains why we choose consistently amid chaos. Brands that hijack emotions, memories, and valuation win loyalty effortlessly.
Source : Brands and the Brain: How to Use Neuroscience to Create Impactful Brands by Arvind Sahay
Goodreads :https://www.goodreads.com/book/show/60693959-brands-and-the-brain
Read the Previous Article in the Series :
Thinking Beyond Science 
Leave a comment