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 story : Understanding the role of the human brain in creating sustaining impactful brands #IndiaNEWS #Health New Delhi: In a rapidly evolving world of artificial intelligence and augmented reality where

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Understanding the role of the human brain in creating sustaining impactful brands #IndiaNEWS #Health
New Delhi: In a rapidly evolving world of artificial intelligence and augmented reality where the average smartphone lasts a mere two to three years and electric cars are the new buzzword, a better understanding and nuanced and apposite application of neuroscience-based approaches will considerably increase success rates in areas like marketing, HR management and leadership, says Prof Arvind Sahay, a highly respected faculty member of marketing at IIM-Ahmedabad and the Chairperson of the NSE Centre of Behavioural Science.
The brain is the foundation of all human behaviour. And human behaviour is the foundation of all business actions. In particular, areas like marketing, human resource management and leadership, a better understanding and nuanced and apposite application of neuroscience-based approaches will increase the hit rate of managerial actions considerably. One recent study in Germany suggests an increase in predictive power of marketing actions by 30 per cent, Sahay told IANS in an interview.
I started a course on neuroscience and consumer behaviour, amongst the first of its kind in a management institution in the world, in 2012-13. There was limited content available. I had to source it from research papers and develop some of my own thinking. Over the years and as courses evolved and more content became available, as one started doing research at IIM-A, it became natural to think about putting it all together for a larger audience, said Sahay of his book, Brands & The Brain (Penguin Business).
It is a fascinating area to study with huge implications for business functions like marketing, human resource management, leadership, trading and investing, etc, said Sahay of the book, which is sub-titled How To Use Neuroscience To Create Impactful Brands.
There is a wealth of research over the 30 years to 2022 that is now available along with ones own works on cases and neuro research. The challenge was to put it together in an accessible way for the business reader with managerial and action implications, he explained.
How does behavioural and neuroscience influence our thought process?
Our thought processes are influenced by how the brain works. The brain wants to see patterns and contrasts because it provides dopamine and serotonin, the neurotransmitters that are the basis of feeling and behaviour. So, we look for products and services and brands that fit better into patterns in our minds and provide something new at the same time because that gives us more dopamine and serotonin (among other neurotransmitters), Sahay elaborated.
Decision making, he pointed out, is a combination of CURE (conscious, unconscious, reason and emotion).


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