By Wendy Yoder, Ph.D. (Guest Blogger)
How do we decide what to emphasize versus what to ignore?
In a sense, are we forever doomed to the essential behaviors of our prehistoric ancestors?
Yes and No.
Briefly, our brains have become substantially more sophisticated, but the process of evolution did not delete our origins; it only grew upon what was already there. Beneath the surface of our current intelligence and advanced human brain, exists a less glamorous reptile.
As much as we would like to believe we truly understand the world and make autonomous/independent decisions, biologically speaking, we are still animals.
Specifically, our senses – sight, sound, taste, smell, touch – will always influence our unconscious decisions, behaviors, and consumer choices.
Indeed, we have designed infinite technologies to conquer these processes, such as glasses, cochlear implants, genetically modified foods, and endless perfumes.
Yet, as a highly intellectual species, we continually seek comfort in the belief that with enough knowledge, practice & focused dedication, we can escape ANYTHING.
But here’s a * secret * from a Ph.D. behavioral neuroscientist, with specific expertise in the field of sensory perception:
Controlling our senses is a convenient illusion. (Tweet this.)
Even the most educated person cannot escape their influence. They will impact and dominate our behaviors, regardless.
Technically speaking, I am an “expert” in the field of chemosensory processing (scent/smell) and have canceled more weekend plans than I would care to admit reading esoteric, 80-year-old articles about cockroaches and olfaction.
Furthermore, I spent years waking up at 4:30 am to prepare complex chemical mixtures and rigorously test tedious olfactory theories. Even more bizarre, I was the only chemical senses behavioral analyst on a campus composed of ~52,000+ students. Subsequently, I have an incredibly attuned sense of smell.
Nevertheless, regardless of how many books I read or compounds I experiment with, I still loathe the sight of scrambled eggs (the texture is utterly revolting). Also, the smell of macaroni & cheese eternally induces my gag reflex (severely lactose intolerant) and the scent of hamburgers cooking on a charcoal grill will forever make me smile and relish the happiness of youthful days long forgotten.
The point is, we can spend a lifetime studying, testing and analyzing sensory behaviors, but that by no means diminishes the power they have to affect us.
Even the smartest people in the world cannot outwit the brain – at least not yet.
Ultimately, the scent of chocolate chip cookies will always win, even if you’re an experienced, olfactory scientist!
Wendy Yoder, Ph.D. is a behavioral neuroscientist and sensory perception expert. Connect with her on Twitter or LinkedIn to learn more about the role of sense in marketing and everyday life.
Previously, Wendy chatted with us for the Wilde Agency interview series, in which she discussed common misconceptions about scent in marketing and a curious picture of her cat. Head over here to read our entire conversation.
The post Try As You Might, You Can’t Outsmart Your Senses appeared first on Wilde Agency.
