Your Material, Emotional Brain

In an article on Brand-bonding driving desire, author Jean Brandolini Lamb writes (bold added):

Recently I heard Don Diforio, senior vice president of research for the Advertising Research Foundation, speak at Columbia University about the new neuropsychology theories that are replacing the old consumer behavior beliefs. No longer is it believed that consumers think, feel, do, or follow AIDA (awareness, interest, desire, action) buying patterns. Rather, according to those who look inside the brain to study the connection between physiology and psychological responses, we are all driven first by emotion. This emotional connection leads to brand desire, which ultimately leads to demand. Granted, convenience factors and rational concerns play a part in the decision-making process, but it is a feeling that acts as the initial spark of interest. Given the masses of information that we keep in our brains, we all still act based on primitive, emotional instincts. It seems we’re just cavemen with cars after all.

This is what I believe about Intuition too: there is some emotional trigger that drives the moment of “aha.”

Happiness is Hard Work

In The Science of Lasting Happiness, author Marina Krakovsky describes mainly Sonja Lyubomirsky’s research on happiness to conclude that happiness takes some significant work! This is a worthwhile article, and I highly recommend you see it. It also describes the research of Lyubomirksy, Sheldon, and Schkade on where happiness comes from. Their results: 50% is genetically determined, 10% is caused by the environment, and 40% is about how happy you make your mind up to be, i.e. the specific techniques you use to conjure your happiness.

Especially interesting in this article, and non-expected, is a technique that Lyubomirsky studied: writing down your blessings. It turned out that every night is not the optimal timing for happiness – weekly is the optimal timing. And it turned out that variety in using your techniques is highly important!

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