Maintainting Competitive Advantage in Consumer Markets by Using Neuroscience in Consumer Research

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2.3.1 Overview of Brain Structure Bear et al (2007: p.. 210)91 simplistically introduce the brain is being “organised like a

patchwork quilt” in which different areas are assigned to fulfil certain functions. BasiBas cally the brain can be divided into in three main larger areas – the cerebrum, the brain stem and the cerebellum. It is worth to provide a short snapshot of the anatomy of the brain as to provide comprehension what is exactly being explored with neuroscineurosc entific experiments of the living brain, and to create an understanding how the results can be interpreted subsequently. This basic understanding of brain anatomy is propr vided in table 3, 4 and 5.

Table 3 Basic Brain Structure and Functions – The Forebrain

Source: own design adapted from Bear et al (2007)92 NEUROSCIENCE Exploring the

Brain

91 92

Bear et al, NEUROSCIENCE Exploring the Brain, 3rd Edition, Lippincott Williams & Wilkins, Baltimore, 2007 Ibid, (pp. 184-186)

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