During all these experiments, the brain unconsciously controlled the behaviors. The brain, as Schreier and Held put it, switched to "autopilot". Since this is trimmed to efficiency, it stores automated programs, which are activated by certain triggers, called "implicit codes", and thus control our behavior. The "pilot", on the other hand, is our "40-bit consciousness", with which we actively focus on a task, such as learning a strange name or remembering a phone number.
Which influences our decisions
The autopilot "... reaches for the chocolate, although we just want to lose weight, to the cigarette when we smell the scent of coffee, and brings good sales to shopping TV broadcasters, " it says in "How advertising works". The autopilot is "emotional". Everyone can observe that in themselves: one prefers a known brand rather than an unknown one, smokers know that very well. The "unconscious" calls brain research the "implicit".
"Even decisions that weigh up complex considerations are often made in the implicit system, " says neuromarketing specialist Scheier. Therefore, the commercial tries to directly address the implicit system and the emotions in the brain directly. This can be in the advertisement for cough medicine, the concern of the mother to a sick child or cat food is the sight of a cute kitten - so advertising is particularly good.
Advertising thus develops its effect implicitly, since the human being unconsciously takes in an unbelievable amount of information. Manfred Spitzer, head of the Ulm Department of Psychiatry and the Transfer Center for Neuroscience and Learning, put it this way: "While we do not always perceive everything, we are unable to stop our perception system from ever getting as much as possible perceive. "