We have been doing a lot of research in the last 12 yeras. The limbic approach involves the newest knowledge of neuroscience/neurobiology. We analysed about 1.200 studies concerning brain – emotion - behavior It involes psychoendocrinology Psychology And evolutionary biology and psychology.
W´hat´s the result? All the things we do, we do it for at least 70 % unconcsiously. Even if we think we are rational and we can decide what we think and do. Our limbic system decides for us before we think. Why ist this that way? To understand that, we have to look back in the evolution.
Now we have a look at the limbic instructions an their structure. In the middle there are the progarammed vital desires Vitalbedürfnisse sexuality, sleep and food. The 3 instuctions / forces balance, dominance and stimulance tell uns uncounsciously what to do and not. There are some more moduels that affect our behavior. They have been developped in the evolution . It´s the modul of game, we all have, it´s tussling (escessially important for little boys), hunting. Bonding and care are 2 more important moduels belonging to balance force Sometimes we have to have a seperate look at these special moduels but to make it easier we will look at the 3 important instructions.
The Balance instruction, please have a look at the direction, is responsible for security, persitence, tradition. This force tries to keep status quo. The dominance instruction is the expansive force. The stimalance instruction is responsible for new ideas and innovation. Dominance and stimulance are responsible for progress and change. Pulling direction is up.
Balance means: Social security, living in a family, having friends Physical security The health system, hospitals, pharmacies Beliving in a religion
Dominance means: Physical dominance (being stronger) Competitiveness Carrer Fighting Winning But also Social dominance
The stimulance instruktion is the most symphatic force. It means: Variety in food Vacationin dirfferent countries Social life Art & culture Science Curiosity Sensation seekeing
This is the limbic map. The limbic map shows a structure of all values of human beeing. It´s structure is valid in all cultures. It is proofed in over 20 cultures all over the world. But the cultures differ in the strongs of the limbic forces/instructions. For example in the USA there are more values in adventure. This is also based in evolution. Remeber the first settlers ... In Germany and Austria diszipline and control is more important. In Italy there are is is more fantasy If you mix for example balance and dominance you will get: discipline and control.
If brands are made by advertising agencies are not leaded by the companies identity you can see what can happen. We see the camel campagn They started with Adventure: For my camel I go miles. In 1990 they changed the campaing in humoruous comics And now another limbic brand core: you see it mooved to the real opposite of the value map.
In reality the information gets into our mind, The limbic system analyses the information automatically and evaluates tthe meaning. This makes the direfference. The limbic system evaluates everything by using the 3 instructions, we have already seen. Balance, dominance and stimulance. The limbic system proofs every information if the new information satisfies or disturbs the instructions. At least 70 % happens unconsciously.
We have 2 parts of the brain. Left and right. They are responsible for different things but the limbic system plays again an important role.
One individuum has a high level of dominance, another is high stimulant. This person is high dominance. The three instructions are pretty autonom. There are people with charateristic in all three instructions at the same time.
Here you can see the different limbic consumer types for germany. This map shows the general consumer types which means female and male, including all ages. To proof this we made different empirical studies (1500) concerning consumer Insights. If you ask people they classify themenselves in these kind of consumer types.
There are differences according sex. The balance instruction is much stronger at women The dominance is stronger at men. Stimulance is almost the same for the two sexes.
Strong changes with age Domincane decreases Balance increases the older we get.
This is an overview of german female consumers. You can find mostly Preservers (balance part) Almost no adventurer and performer
The opposite concerning men: Here we have 15 % of adventurer and 11 % performer
You can also seperate the results in age. In general young people are more stimulant and dominant. We find them in the upper part of this chart.
At the over 60 year old people the balance force gains. 58% preserver. But this is an overviews about all types.
To have a look again at the limbic Map you can see that the important psychological target groups can be presented at the map as well. The upper part is the younger part, women are more affected by the fantasy and pleasure values, men lean more to dominance values.
This is an example for different milk brands in germany. Wheihenstehan stands for dicziplin Landliebe shows signals of care and security And so on.
The milk in its generic position is balance. It is a basic food But you see the difference