The Power Of Emotion Over Behavior

Dr Nicolas Hamelin, Associate Prof. of Marketing & Head of the Neuromarketing Center at S P Jain, explains how and why marketers use consumers’ unconscious biases to sell their products.  During my consumer behavior class I often ask the following question to my students “Do you remem­ber brushing your teeth three or four weeks ago?” Students generally look at me interrogatively. Most students, just like most of us, have simply no memory of the simple tasks we carry out every day. The next question I like to ask is “what events do you remember about the past month or more gener­ally about your life”. Now answering this question is a lot easier. We remember failing or passing an exam, we remember our first kiss or falling from our bicycle and…


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