Brodmann area 10

(…) an area in the frontal cortex of the brain called Brodmann area 10 (…) is acivated when we see products we think are ‘cool’ (as opposed to, say, an old Ford Fairlane, or a set of new lug wrenches) is associated with sel-perception and social emotions. In other words (…) we assess snazzy stuff -iPhones, Harleys, and such – largely in terms of their capacity to enhance our social status. So that slinky new Prada dress or that shiny new Alfa Romeo might be just what we need to attract a mate who could possibly end up carrying on our genetic line or providing for us for life.

Martin Lindstrom: Buyology p.64


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