3 segments of your brain you didn’t know existed!

We (as humans) don’t know as much as we want about how the brain works, but we do know it's one of the most complex organs and probably one of the most studied. 

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Furthermore, what most people don't know is that there's more than one theory out there that attempts to explain how it works. 

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A couple of years ago, I came across the "triune brain theory." A famous thesis used to conceptualize brain functioning that has been widely used to support the neuromarketing approach and similar disciplines.

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This thesis is an evolutionary theory of brain development proposed by Paul D. MacLean back in the 1960s and then published in his book The Triune Brain in Evolution.

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The idea is that the brain can be divided into the Neocortex (Rational Brain), the Limbic, and the Reptilian (both Irrational Brains).

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The second part of the theory implies that the evolution of these three segments has followed an inside-out pattern. Think of it like layers of your brain that have grown one over the other. These parts also have different roles and percentages in the decision-making of human behavior.

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1. The Reptilian Brain

Is responsible for our primitive responses to stress. When the reptilian brain detects a threat, it immediately releases hormones via a neural signaling cascade, ultimately releasing adrenaline and activating our muscles for fight or flight.

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• Its behavioral message: fight or flight
• It’s in charge of instinctive behavior like Feeding, Fighting, Fleeing, and F*... (Reproduction)
• It’s also in control of physical communication, and socially approved actions, such as handshakes, head nods, hugging, kissing, bowing, etc.
• It’s responsible for 45% of human decision-making. (Irrational)
• It is also present in reptiles 

I bet you just felt goosebumps seeing the snake!
That's your irrational brain reacting

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2. The Limbic Brain

Is responsible for emotion. One way it does this is by activating centers of trust that release oxytocin and bonding hormones while simultaneously inhibiting fear centers via endorphins that are released through physical touch.

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• Its behavioral message: Get close to pleasure - Stay away from Pain
• It’s in charge of our emotions like Sadness 😭, Happiness 🤣, Fear 😰, Trust 🤝, Anger 😡, Joy 🙌, Surprise 😱, and Disgust 🤢, among others.
• It’s responsible for 35% of human decision-making. (Irrational)
• It’s also present in mammals

Did you just “Aww” when you saw the puppy?
I’m reading your mind! LOL
That's your emotional brain feeling.

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3. The Neocortex Brain

It deals with higher-order thinking and cognition. You use your neocortex when you try to solve a complex mental problem using rational thought processes.

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• Its behavioral message: Yes or No / Accept or Denied / Agree or Disagree 
• It is in charge of our logical process and communication like language, numbers, music, and all kind of symbolisms.
• It is present in (most) humans (as far as we know)
• It’s responsible for 20% of human decision-making. (Rational)

Did you read the ones that you know about the language?
That's your rational brain responding.
Notice the words you don't know are just “meaningless” pictographs

In conclusion:

1. 80% of human decision-making is irrational‍
   (45% Reptile Brain + 35% Limbic Brain)
   
2. 20% of human decision-making is rational
   (some neuro marketers and neuroscientists think that this 20% is just used to justify your decisions.)‍
3. ‍This is why is so difficult to make proper long-lasting decisions in our lives and that’s also why Neuro-Marketing was born. 
4. If you need to market a brand or product to a human being (as you can see in this neuro-blog), it is dramatically important to stimulate that 80% of human decision-making!

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‍How can you stimulate the irrational brain with design? 

Learn more about it in this Blog: Why you should consider using Neuromarketing and the 6 stimuli formula to make highly persuasive designs‍