The rest of our brain, such as the prefrontal cortex where our personality and decision-making abilities reside, was formed around our reptilian brain, which sits like a ball at the top of our spinal column deep inside the folds of our cortex. All this to say: emotions are a BIG part of who we are. For this reason, the reptilian brain acts as a filter between the outside world and the other two brains, filtering out everything that is not strictly necessary for survival. In fact, it is precisely thanks to the reptilian brain that the human being has evolved surviving the most impervious situations.
Dr. Rapaille's work has since revolved around the way psychological imprints and the reptilian brain inform consumer decisions as people develop these associations on a cultural scale. Rapaille refers to the basic metaphors consumers unconsciously adopt to see products and the world as "culture codes." Video production and video marketing blog - Read the Blue Sky Film & Media blog for tips, ideas and trends on using video effectively as part of your multi-channel communications strategy.
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