Foundations of the Consumer Brain

Identify the major brain structures involved in consumer behavior (e.g., prefrontal cortex, amygdala, reward system).

Explain the difference between conscious ('System 2') and unconscious ('System 1') processing in decision-making.

Describe how neurons form connections to create brand associations and learned behaviors.

Explain the concept of neuroplasticity and its relevance to changing consumer habits and building brand memories.

Describe the brain's reward system (dopamine pathways) and its role in consumer motivation and desire.

Explain the 'orienting response' and novelty detection as foundational mechanisms for capturing attention.