The cultural code method uses three sessions to uncover consumers' unconscious motivations for purchasing products. The sessions target different parts of the brain: the cortex, limbic system, and reptilian brain. In the first session, participants describe a product but their conscious thoughts are not as valuable as unconscious responses. The second session aims to "disconnect the cortex" by having participants make collages and tell stories to access emotions from early experiences. The third session uses relaxation and guided imagery to access the most basic instincts from early childhood. Common themes across participants reveal the unconscious "codes" that motivate purchase decisions by fulfilling deep survival needs. The goal is to provide products that externally satisfy these inner drives and allow self-expression.

1. The cultural code by Clotaire Rapaille Com 459 Jeff McNeill Lyn Jang

2. Ingredients To conduct 3 hour sessions Room (for 20 people) Chairs Whiteboard Magazines Paper/pancels Scissors Pillow Music 3hours required Imprinting session1 . Cortex part: control abstract thoughts And imagination( logic) 1.Put a group in the room 2.Ask them for help understanding the pr duct/ believing their descriptions Would give Rapaille insight into what they thought of It --- Rapaille don’t believe what people say in this session- Imprinting session 2. The limbic-emotion, earlier experience” (the purpose: to disconnect the cortex” How to process 1.Set people on the floor 2.Then, let them use scissors and a pile Of magazines to make a collage of word About product 3. Ask people to tell stories with these words that would offer further clue People’s act and react are based on earliest experiences People’s imprinted, learned patterns are created As a conditioned response stemming From our earliest positive and negative experiences The key point: the response in this session is very strong because It is learned in the context of the emotion of the experience Imprinting session 3 . The reptilian level ( basic instinct) Make people lie on the floor with pillows-put on smootheningmusc and tell participants to relax p urpos e : calming people’s active brainwaves(cortex), get them to that Tranquil point just before sleep When they reached this state, take people on a journey back from Their adulthood, past their teenage years, To a time when they were very young. Once they arrived, ask them to think Again about the product and to recall their earliest memory of it The first time they consciously experienced it, Their most significant memory of it. Then ask them to write about it (data collection ) How to discover the reptilian codes?- (Ingredients, how are they used in 3hour sessions) The logic of emotion The connection between the limbic and the reptilian, how the emotions deal with the urges, and instincts, the needs we have. -Every word has a mental high way which is called “code” An unconscious code in the brain The purpose : to motivate, appeal to individual’s Survival instinct, find consumer’s unspoken need Which is unconscious need “ data analysis, interpretation” From the written response from participants, Rapaille find the common message, structure. Include phrases, the sue of clipped sentences a certain breathlessness Outcome -provide people external direction & make room for self-expression by interaction

3. overview The reptilian level (basic instinct) We have it when we are born To motivate, appeal to individual’s survival instinct The cortex level The last part of the brain that is develop (after 7 years old) With this level, people try to be intelligent. In this level, people want to show How intelligent they are But, it’s not important what they say In this point The limbic level Emotion and earlier experiences. As Clotaire Rapaille’s method uses, seller fullfills the consumer’s desire of needs and consumer’s buy products and product can be sold.s Method: using three levels ( the reptilian level, the limbic level and cortex ) to motivate people * These levels are very different from one culture to another Logic of emotion is made -use stories and words to connect with people’s emotion Verbs and simple language are most effective Symbols are the language of leaders. Outcome -provide people external direction & make room for self-expression by interaction

4. More about logic of emotion The connection between the limbic and the reptilian emotion Unaware needs Instincts Urges primal The language of feeling is the language that helps us express the way experience appears to us Primal emotion Rapaille decodes the very fundamental imprints that answer what Unstated needs and wants are satisfied through A particular medium.