Steve Genco, co - author of " Neuromarketing for Dummies ' and managing partner of ' Intuitive Consumer Insights ' , has given several presentations as part of the Neuromarketing World Forum in New York , where he performed an intuitive consumer's brain dissection. "In reality, people do not know why they do things. Our attitudes and preferences are less stable than we think, "says Genco . " Decision processes are conscious, but also unconscious. Therefore, many times we cannot explain our own decisions, "he says. That is why “advertising makes use of repetitive association of positive feelings and emotions” , says the researcher The powerful influence of the unconscious is felt in the way we respond to particularly difficult questions. “When someone makes us a tough one, we tend to replace it with an easier and ultimately we are just responding to this question “Genco says. If they want to connect with consumers, brands must take into account the fluidity of brain processes. And when flow occurs in the consumer's brain processes? "When an object is interpreted and understood by the human brain easily," Genco said. “Attention means for the consumer much cognitive effort. Therefore, consumers tend to make limited use of their cognitive abilities and that is why it is so important for brands to fly the flag of simplicity, "says Genco. What is clear is that "emotion is the queen of effective advertising," he adds. At the moment of impact on the consumer, "emotion and memory go hand in hand, but the truth is that people tend to believe the memories that they have themselves invented," says the researcher. Actually, "people remember what they built in their mind, not what they saw and heard," he adds (Source: Marketing Directo). Clemente Ferrer Independent Forum of Opinion Spain