In the 1950s, two scientists at McGill University accidentally discovered an area of the rodent brain now known as ‘the pleasure centre’. Given the opportunity to stimulate their own pleasure centres via a lever-activated electrical current, a group of rats pressed the lever over and over again, going without food and sleep, until many of them died from exhaustion.
Most humans are a little more complex than rats but we are still largely motivated by what makes us feel good, especially in relation to purchasing choices. In light of this, many major corporations are taking a special interest in understanding customers through the mechanics of the human brain. This is the emerging but fast-growing field of ‘neuromarketing’, which uses brain-tracking tools to determine why people prefer some products over others.