“These findings clarify the brain processes involved in the important decisions that we make on a daily basis, from choosing between job offers to deciding which house or car to buy,….deactivating the lateral habenula did indeed influence the subjects’ decision-making profile. The deficiency did not merely restrict their ability to assess risks and outcomes. Instead, it made the test subjects lose their decision making abilities altogether.”
The Business, Marketing and Brain Research Manifesto principals include:
- “define basic dimensions of target behaviors (such as buying, ad perceiving, consumption, etc.)
- to be studied across multiple units of biolgical, physiological and medical analysis across species,
from genes to neural circuits to human and animal behaviors, cutting across current marketing models and practices as traditionally defined”.
The total reset and tearing down of all accepted wisdom, including in the hallowed halls of government and academe is now mandatory based on brain research findings including there is no free will, consciousness and subjective experience likely being trivial and the continuity of basic biological processes of brain > behavior across all animals, of course. Also, it looks like all behavior is “decided” (not really decided though, switches just flip) in 140 ms. No time for any feelings or thoughts to do anything but be “post-play commentary.”
That will not happen for decades however. “Progress happens one funeral at a time.” – and everyone is living a whole lot longer. Likely progress has already slowed a lot. Too bad.