Humans developed two neurological systems for making decisions: One makes quick, instinctual decisions and the other makes slower, considered decisions. Both served humanity well as it evolved from the savannah to the city, and both are employed when making purchases.

Early advertisers focused on the first system, the emotional part of the brain attracted to the shiny object. But with the rise of the Internet, big data and easy access to reviews, the cognitive part of the brain becomes increasingly important – especially to companies seeking to form lasting relationships between their customers and their products.

Spectrum employs the insights in emerging brain science to develop strategies to support brands in ways that appeal to both decision-making systems, to ensure that consumers choose your brand for a lifelong relationship. 

Read more in our whitepaper.