Why do you waste your time and money on things like music and computer games?

Your money, because you’re persuaded by emotion. Your time, because part of your brain thrives on complexity.

Susan Crawford, my favorite ICANN Board Member, writes in a recent post about how people are drawn to complexity, especially as they get older. Complexity is often the appeal in computer games (ever try to fly in Second Life?), and it’s why we’re fascinated by musical virtuosity. (Susan and I are both fans of Art “Greatest Jazz Piano Ever” Tatum.)

That people actually like complex things would seem to go against the reams - of - evidence that people respond best to very simple things, and that the best way to get them to buy something is to push a few emotive buttons — the kind that Brian Clark so ably demonstrates over at CopyBlogger and Tubetorial. Presenting them with anything that requires rational thinking, even a bit, makes it a very hard sell.

Is there a conflict here? Maybe not.

The “buy” buttons are located in the limbic (”dog brain”) part of our triune brain. As we evolved, the limbic brain, the seat of emotions, was layered on top of our reptilian brain, which handles basic functions like breathing. Recently we humans developed a new way of thinking, using the neocortex, which handles complex thoughts such as language, symbolic thinking, and rational thought (and jazz piano).

We are persuaded emotionally, although our rational brain can step in to prevent our stupidest impulses. To sell, you really need to target the emotional limbic part of the brain. Or so the research seems to suggest.

So next time you see something that you just have to have, stop and take 11 seconds to use that new way of thinking, the rational brain. It will save you thousands.

(Even if your limbic brain made you click on my corny headline.)

Tags: Art Tatum, Susan Crawford, Complexity, Brian Clark, triune brain, neocortex, limbic brain

Posted by Antony in: Blogs, Media + Marketing