The Subconscious Mind Flashcards

1
Q

What are the three distinct components of the brain?

A
  1. The Old Brain
  2. The Midbrain
  3. The New Brain
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2
Q

The old brain is sometimes called what?

A

“Lizard Brain” or “Primal Brain”

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3
Q

Why do we call the Old Brain the “lizard brain”?

A

Because they assert that it’s the part of the brain that would have been there before we evolved into mammals. It conjures up a mostly correct image of a part of our mind over which we have very little influence.

Our primal instincts, those we cannot overcome, are kept in this part of the mind.

“The lizard brain is hungry, scared, angry, and horny. The lizard brain only wants to eat and be safe.
The lizard brain will fight (to the death) if it has to, but would rather run away. It likes a vendetta and has no trouble getting angry.”

  • Seth Godin
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4
Q

What is the midbrain also called?

A

Emotional brain.

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5
Q

What does the midbrain control?

A

The midbrain deals with emotion and guides our decisions based on what we feel, rather than what we think.

It’s truly in charge of our emotional responses, and whilst we can, to some extent, exert control over our emotions. It takes a lot of work. Most of the time, our emotions drive us rather than the other way around.

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6
Q

What is new brain also called?

A

The rational brain or mammal brain

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7
Q

What does the new brain control?

A

It’s where our identities are kept and where conscious thought occurs.

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8
Q

Which part of the brain makes quick decisions without consulting the rest of the brain?

A

Primal (old) brain

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9
Q

Why do you need to influence the emotional (mid-) part of the brain?

A

It feeds the primal brain and influences the rational (new) brain.

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10
Q

Which part of the brain do you need to convince by the emotional and primal parts of the brain so it doesn’t veto the purchase?

A

Rational brain

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11
Q

T or F: If your website sells to all three brains, the chances are you’ll make more sales with less effort than if it only speaks to one or two of those brains.

A

True

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12
Q

The old brain deals with __1__, midbrain with __2__, and the new brain with __3__.

A
  1. instincts
  2. emotions
  3. rational thought
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13
Q

How many brains do we use to make decisions?

A

3

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14
Q

Which part of the brain is the emotional centre of decision making?

A

The Midbrain

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15
Q

Which part of the brain handles primal decision-making?

A

The Old Brain

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16
Q

Which part of the brain triggers the fight or flight response?

A

The primal (old) Brain

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17
Q

All animals have an ___ brain.

A

Old brain

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18
Q

Which part of the brain takes care of all the details of running a body like breathing, circulation, digestion, etc.?

A

The Old Brain

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19
Q

Which part of the brain manages our primal urges: the need for shelter, safety, for food and drink, and sex?

A

The Old Brain

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20
Q

Which part of the brain knows how to tell the rational brain to get out your credit card and type in the numbers?

A

The primal brain. We often make purchasing decisions based on the messages sent by the old brain to the new brain.

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21
Q

Which part of the brain is all about primal decision making, or, decisions made at the most instinctual of levels?

A

The Old brain.

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22
Q

If we can convince users they will feel safe and attractive, we’re tapping directly into the…

A

Old brain.

  • Done in the right way, that can influence their decisions regarding calls to action.
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23
Q

The Old brain deals with which major impulse(s)?

A

Fight, flight or freeze

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24
Q

Which other impulse does the old brain deal with?

a. sexual impulse
b. caring impulse
c. nurturing impulse

A

Sexual impulse

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25
Q

How should you make a potential cusomter’s old brain feel when you’re selling something online?

A

Attractive and safe

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26
Q

Which part of the brain consists of the limbic system?

A

The midbrain

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27
Q

What are the four things in the limbic system of the midbrain?

A
  1. Amygdala
  2. Thalamus
  3. Hypothalamus
  4. Hippocampus
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28
Q

Which part of the brain deals with emotions?

A

The midbrain

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29
Q

What does the amygdala handle?

A

It’s handles our emotions and makes value judgments

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30
Q

What’s a value judgement?

A

Value judgements are the brain’s shortcut to decision making, instead of using a decision-making process like SWOT analysis.

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31
Q

What part of the midbrain is responsible for value judgements?

A

The Amygdala

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32
Q

Which part of the midbrain is purely concerned with emotions? It’s here that our deepest emotions are porcessed: joy, grief, passion, etc.

A

Thalamus.

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33
Q

Which part of the midbrain works with the putuitary system to control our body temperature?

A

Hypothalamus. It also deals with pleasure and pain responses. It’s as caught up in sexual matters as it is in our urges to fight or argue.

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34
Q

Which part of the brain releases dopamine and deals with reward?

A

The midbrain.

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35
Q

What is dopamine?

A

The substance which makes us feel good

36
Q

What is the reason why we might make bad decisions and take an unacceptable risk?

A

It’s when the midbrain has jumped into the driver’s seat.

It accounts for the reason that we can make decisions which are bad decisions because they feel good at the time.

37
Q

Is value judgments linked to actual value or emotional value?

A

emotional value

38
Q

Why should you tap the midbrain of your customers?

A

In order to guide users towards making choices that thye believe will help them.

39
Q

Which neuro-chemical is released when a website conveys the message “Safe to buy” to the midbrain?

A

Dopamine

40
Q

How should you make a potential customer’s midbrain feel when you’re selling something online?

A

Relaxed and then excited

41
Q

When you’re faced with a choice, which part of the brain makes the decision?

A

The new brain

42
Q

Which part of the brain delivers rational solutions to the conscious mind?

A

The new brain

43
Q

T or F: Customers who have all the layers of their brains engaged during a purchasing decision are more likely to be happy about their purchase than those who have not had this experience.

A

True

44
Q

Does our rational approach to decision making arise before or after the decision?

A

after

45
Q

Which of the following is the most accurate description of what happens most often in the new brain?

a. It provides a framework for rational decision making.
b. It provides a framework for emotional decision making.
c. It provides a rational justification for an emotional or instinctual decision.

A

c. It provides a rational justification for an emotional or instinctual decision.

46
Q

How should you make a potential customer’s new brain feel when you’re selling something online?

A

Involved

47
Q

How big is the amygdalae?

A

An almond

48
Q

Emotional responses vary based on what?

A

Stimulus.

If you get the stimulus right, then you can help your clients feel enjoyable emotional responses.

49
Q

Which part of the brain powers the social conscience?

A

The amydalae

50
Q

Is the new brain which deals with rational thought involved in the generation of emotions?

A

No

51
Q

When selling something online, if you can tap into the power of emotions, you can do what?

A

You can circumvent(Get around) rational decision making.

52
Q

Which part of the brain do you want to create a powerful emotional response in when someone visits your website?

A

The Amygdala

53
Q

Which part of the brain isn’t involved when an MRI scans the happiness you feel during a meeting with a friend?

a. Old brain
b. Midbrain
c. New brain

A

New brain

54
Q

Which of the following is the best advice for designing a website for an animal charity?

A

Include some pictures of animals in sorry situations but show how they look after receiving care.

55
Q

The more empathetic people are, the more they are likely to

A

fit in with the society around them

56
Q

What creates empathy?

A

Human beings recognizing different emotions in facial expressions. When our emotional responses recognize emotions in others. (It drives the way we interact with people)

57
Q

Which is a more powerful decisiton: emotional or rational?

A

emotional. Decision making will take place in a split-second. You aren’t making a rational decision; you’re making an emotional one.

58
Q

_______ beat out rational thoughts during decision making?

A

Emotions; after the fact, we justify our emotional decisions using a rational explanation.

59
Q

T or F: The feelings your design has no factor in stirring the outcome concerning a sale.

A

False. The feelings your design will stir will govern the outcome concerning a sale.

60
Q

What did Darwin say emotions gave us?

A

The ability to survive and reproduce

61
Q

What is the empathy the result of?

A

Emotional Common Ground

62
Q

How many pieces of data do we process without conscious thought each day?

A

Over 70 billion

63
Q

How long would it take to process a day’s worth of data at a rate of 1 bit/second?

A

1 lifetime

64
Q

What is the best advice here about appealing to users?

a. The right design will prompt them to a call to action.
b. The right design will reach past the subconscious mind and appeal to their sense of reason.
c. The right design can help them make decisions more easily.

A

c. The right design can help them make decisions more easily.

65
Q

Which is smarter and faster, the subconscious mind or the conscious mind?

A

Subconscious mind. It is 30,000 times more powerful than your conscious mind

66
Q

What is confabulation?

A

The invention of a rational justification for a subconscious act.

A process that produces false or distorted memories in the person who is thinking about them (or about the world), and it represents and interruption in someone’s memory.

It’s not so much about thinking up lies as it is about striving to fill a blank.

When we don’t know why something is going wrong, we’re likely to use our conscious minds to invent a reason for that.

67
Q

Why does the subconscious mind have to work far faster than the rational conscious counterpart?

A

It has to sift and sort the bulk of the data that comes at us in everyday life.

68
Q

Why do designers try to tap into the user’s subconscious mind?

A

So that our users make decisions in either our or our client’s interest - without the users being able to explain why they made the decision, say, make a call to action.

69
Q

Does the subconscious mind explain how it processes to the conscious mind?

A

No

70
Q

Which of the following is an accurate statement?

a. No one can explain how the subconscious mind works.
b. The rational, conscious mind works slightly slower than its subconscious counterpart.
c. People generally respect mysterious and unknown phenomena and don’t try to rationalize them.

A

a. No one can explain how the subconscious mind works.

71
Q

Which part of the brain is associated with rational thoughts?

A

New Brain

72
Q

Which part of the brain is associated with emotion?

A

Midbrain

73
Q

What dictates our reations?

a. Emotions
b. Desires
c. Logi

A

a. Emotions

74
Q

Many of our decisions are..

a. Made on autopilot
b. Made completely rationally
c. Made while we sleep

A

a. Made on autopilot

75
Q

Decision making is a…

a. Rational process
b. Sub-rational process
c. Super-rational process

A

b. Sub-rational process

76
Q

What, in general, bothers Americans more than Europeans when they see it on TV?

a. Sexual content
b. Violent content
c. Polital content

A

a. Sexual content.

Europeans aren’t really that bothered by a bit of nudity or a sexual reference on television. They just see it as normal part of life.

77
Q

What should you do on every project so as to understand your audience better?

a. Just re-use the data from the last project you worked on
b. Conduct user research
c. Hire a consultant

A

b. Conduct user research

78
Q

Why is it important to know your audience when designng a website?

A

It’s important to know your audience when designing a website because you want to target a specific group that would be attracted to buying service/products your website is selling. Conducting user research and gathering as much information about your target audience will save you a fortune on time and money, and it’ll help with creating a trustworthy website for your audience.

79
Q

What are the two critical design factors for all cultures?

A
  1. Aesthetic Appeal
  2. Dynamic Appeal: That means if you’ve matched the looks of the site to their cultural expectations, users will have built sufficient trust such that they can agree with the meat of the message you’re offering.
80
Q

What is the critical factor for an audience to accept your website?

a. Use widgets in your design
b. Use a CMS system
c. Use the right language

A

c. Use the right language

81
Q

Why is it important that avatars reflect the way your audience might look?

a. It’s the right thing to do.
b. People like to buy from people like them.
c. People like a lot of choice in avatars.

A

b. People like to buy from people like them

82
Q

Your client organization is a Canadian startup that wants to run the text of the website you’re designing through a translation service into French. What would be the best advice here?

A

They shouldn’t do it and should hire a human translator instead. You need to hire a native speaker to write your web copy for you.

83
Q

How does the subconscious mind impact decision making and how does this relate to design and marketing strategies?

A

kk

84
Q

Why does emotional perceptions matter in sales?

A

kk

85
Q

What works when the conscious mind is dormant?

A

Subconscious mind

86
Q

What is the most imporant factor in online selling?

A

To have an ethical approach as a foundation - before Design and Content. An ethical approach is the most important part of online selling; great design and content can facilitate sales, but only an ethical appraoch guarantees long-term sustainability for a business.

87
Q

Decision making is a…

a. Rational process
b. Sub-rational process
c. Super-rational process

A

sub-rational. Many of our decisions are made on autopilot.