Is it possible to make optimal choices in the absence of explicit knowledge about key parameters of the decision-making problem?
In September issue one of the two most prestigious neuroscientific journals – Neuron – we can read: “Humans frequently invoke an argument that their intuition can result in a better decision than conscious reasoning”. Authors of this statement - a group of neuroscientist from the Wellcome Trust Centre for Neuroimaging at the University College London under direction of Dr. Pessiglione - also add "Such assertions may rely on subconscious associative learning between subliminal signals present in a given situation and choice outcomes."
In the set of experiments, subjects performed a subliminal conditioning task that employed so-called masking procedure. Using this methodology, the researchers observed that pairing rewards and punishments guided behavioral responses and even conditioned preferences for abstract cues that subjects could not consciously see.
While subjects were doing these tasks, neuroscientists collected scans of the brain using functional magnetic resonance imaging, to investigate the specific brain circuitry that is linked to subliminal instrumental conditioning. Dr. Pessiglione and his colleagues in the summary of his article write: "We conclude that, even without conscious processing of contextual cues, our brain can learn their reward value and use them to provide a bias on decision making."
In fact this research, although innovative, only confirms what is supposed to be foundation of neuromarketing approach: if we want to predict everyday consumer’s behaviour we must pay attention to unconscious processes which can have the crucial impact on shopping decisions. Our brain is able to subconsciously acquire associations which can guide our daily life. Most of us should be thankful that brain doesn’t always bother our consciousness with every tiny issue or decision.
