0:00
we're sort of we're chimps okay we're a
0:02
social species a large part of our
0:04
behavior is driven by copying uh
0:07
unconsciously in many cases and so
0:09
consequently one of the questions we're
0:11
always asking albeit unconsciously is
0:14
you know do other people do this what
0:17
would other people think of me doing
0:19
this you know I mean I always find it
0:21
absolutely fascinating to look at when
0:22
people make purchase decisions how much
0:25
of the decision is driven by unconscious
0:28
unspoken forces which never really come
0:30
out in market research because when you
0:32
ask people to explain their behavior
0:34
they reverse engineer a kind of
0:35
rationalization of why they did it i I
0:38
bought the Aston Martin because of its
0:40
spectacular luggage carrying capacity
0:42
you see what I mean and it's low low
0:43
price of course of course yeah and
0:46
actually it's very very interesting to
0:49
find out how much of what we do is
0:52
driven by instincts which are felt but
0:54
not thought um and by the way if you
0:57
want to solve problems you need to
0:59
understand the feeling part of the brain
1:01
every bit as well as the talking bit of
