This master’s thesis by Marion Schaberl should help brands secure a permanent front row seat in the stakeholder’s mind. A human being is believed as a general rule to make rational decisions; however, from the point of view of neuroscience we know that almost 100 % of our thoughts and actions are controlled by our subconscious mind. Strong brands act on the subconscious. They are deeply rooted in our brains and have a fascinating effect on
us. Why are we willing to spend more on a branded product than a cheap one?
Neuroscience, behavioral economics and social psychology, which when merged is the so-called Neuromarketing, and it helps in providing evidence of the impact of brands.