The Brain is not a Soap

Research Thesis

The human believes, as a general rule, to make rational decisions, however, from neuroscience we know that almost 100 % of our thoughts and actions are controlled by our subconscious mind. Strong brands act on the subconscious. They are deeply rooted in our brains and have a fascinating effect on us. Neuroscience, behavioral economics and social psychology are merged in the so-called Neuromarketing and help to give evidence of the impact of brands.

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The application of Neuromarketing helps designers to develop a strategic approach and to support the identity of the customer perfectly. My master thesis, the Brain is not a Soap, is intended to provide information on how neuroscience principles can be beneficial and how to help brands secure a permanent front row seat in the stakeholder’s mind.

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