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2 This book is about the consumer's brain > Marketing practice - Pg. 12

12 What It Is All About our feeling of hunger by planning. We also know that at some stage we will feel bored, and so we plan for this by buying a computer game ­ which pre- supposes we have bought a computer. We know that we will, at some stage, feel a need to relax, so we buy a CD. We know we will need company, so we try to keep friends. How do we know that these things will happen to us? Mainly we know this because they have happened to us in the past or we expect them to happen to us in the future ­ for example, we may `expect' to get married, have children and so on. We have a memory of these situations and we have a memory of what we did to turn the situation from feeling bad to one where we feel better. This process, described very simplistically here, underlies a lot of market- ing and advertising theories. The Percy­Rossiter grid is based on this. The problem­solution advertising style is based on this. But, more than just these two examples, all of marketing is based on this. Yes, there are philosophical viewpoints that argue against the above description of behaviour as not explaining all behaviours. The questions raised involve issues like deferred gratification, sympathy, and some obvious questionable behaviours like setting yourself alight with petrol in protest at some government action. The issue about sympathy is being solved by neuro- scientists having found what appears to be the `sympathy neuron'. It is a