Lizard brain

We are fond of psychology of persuasion and use it for brand communication. One of the theories we use is the ‘reptilian brain’.

4’000 years of civilization cannot beat 2’000’000 years of a struggle for survival. For these two million years our ancestors had been honing reflexes and reactions that allowed them navigating fast and correctly in a dangerous environment. As a heritage from them, we have a so-called ‘reptilian brain’ or ‘lizard brain’. It is situated at the base of the skull and is responsible for the most basic things related to survival.

During the evolution, a ‘monkey brain’ responsible for emotion, and then an actual ‘human brain’ to which we owe our rational thinking, enhanced the lizard brain. But it still remains strong and affects behavior, including a consumer one.

What do we know about the lizard brain?

• Lizard brain resists changes. Familiar ≅ safe. Unfamiliar is the risk and fear. Therefore it is necessary to explain + there are a couple more tricks how to ‘persuade’ a cautious lizard.
• Reptilian brain is sensitive to contrasts.
• Tangibility, including a visual one, is sensed by our most ancient nerve endings.
• Reptilian brain prefer pictures rather than words. It likes visual metaphors.
• Reptilian brain does not handle abstract concepts. But it understands emotions.
• Lizard likes the notions of the ‘cave’ and ‘space’.
• Reptilian brain likes a sense of completion.
• Lizard brain seeks constant reassurance. ‘It will wheedle and argue and debate with the rest of your head, pushing for one tiny bit of evidence, some sort of proof that everything will be okay. It doesn’t walk away ashamed of its anxiety.’ Seth Godin, from his now closed blog.
• And, lizard brain loves itself. ‘What’s in it for me?’ is not selfish, it’s a law of survival.