Neuro Web Design: What Makes Them Click? (Voices That Matter)

(2016) he gives a good example of how context can prime us to be receptive to different types of advertising messages. He realized that two of our most powerful drives – to stay safe and to find a partner and procreate – can lead to two opposing behaviour strategies at any particular moment: the desire to be supported by fitting in with the crowd (

When our brains are offered choices that are too complex to fully research and rationally compute, we fall back on our gut feelings. These gut feelings are often driven by mental shortcuts

Motivator #1: Pleasure / Pain

Some economists are already working on that. They are using this brain-imaging data to support a new political philosophy known as asymmetric paternalism. That's a fancy name for a simple idea: creating policies and incentives that help people triumph over their irrational impulses and make better, more prudent decisions. Shlomo Benartzi and Richar