NEUROMAGIA AND THE INTEGRATION OF MEDICAL ENGINEERING AND MARKETING PDF

Preview

Summary

Class notes on neuromagia of medical engineering, the contribution of neuroscience, the nervous system, hemispheric specialization and neurolinguistic programming...

Description

NEUROMAGIA AND THE INTEGRATION OF MEDICAL ENGINEERING AND MARKETING

Neuromagia of medical engineering Great advances in medical engineering have enabled the development of sophisticated equipment to help doctors diagnose and assist patients in their treatments. On the other hand, this technology is being well used by marketing to observe the sensations of consumers when receiving certain stimuli from the environment. In general, marketing is seen as a process that detects the needs of the customer or consumer and seeks how to meet them through an exchange of satisfactories for the parties involved, both from which it offers a product or service and who demands that product or service. In this sense, for many years it has focused on the communication systems between sellers and customers, from training sellers in sales techniques and training them to be able to analyze the characteristics of the product in order to meet better with the satisfaction of the customer's need. In short, this relationship was understood as a communication between the seller who offers a product and the customer who needs a product, without taking into account that both sellers and customers are human beings, with feelings and emotions; in addition, to understand each other better they first need to communicate with each other. But due to the massification of the technology applied to the service of the production of goods, in the world of the third millennium it is increasingly difficult to observe the tangible difference between products and services. To differentiate them, then, we will have to appeal to sensory perceptions and bonds in people's unconscious plane. In 1998, Bernd Schmitt (Columbia Business School) and Alex Simonson (Georgetown University) proposed seducing consumers on the basis of communicating more with the right hemisphere of the brain, where creativity and emotions are housed, in as opposed to the traditional way of thinking of directing messages to the left hemisphere, which contains the level of logic and reasoning. Neuromarketing refers to the study of the operation of the complex process of communication between the selling human being and the human customer; both parties, in short, are people and, as such, have a number of needs depending on the interpretation of reality that each builds.

The interpretation of reality and the level of satisfaction or dissatisfaction of the parties are directly linked to the ideals, illusions, values and beliefs that are deposited in the mind throughout life. The brain receives stimuli through the senses; it is in this "computer" where data is converted into information, and information is transformed into knowledge to give the answer it deems appropriate in order to meet the need that is presented. Neuromarketing is responsible for analyzing the sensations experienced by the consumer during the process of purchasing a product or service; for this purpose, computer technology integrated into MRI and CT is used. As a methodological philosophy, neuromarketing integrates different sciences, scientific disciplines, methodologies, techniques and new thoughts recreated from: • • • • • • • • •

Neuroscience Marketing systemic thinking neurolinguistic programming mental models multiple intelligences language ontology quantum physics general administration

While this approach is very recent, we can find that there is a history in investigating the contents enclosed in the mind machine. The concrete thing is that our nervous system, from before birth and until we give the last breath, is like a powerful and sophisticated machine or computer. He's the boss of all decisions, they called him brains; it also tells the fact that she is the mother of everything that has been invented in the world. Hippocrates said in the 5th century BC: "Humanity must know that it is from the brain, and only from it, that pleasures such as: laughter, joy arise; Also, it is from there that our sorrows, sorrows and tears emerge. Through the brain, in particular, we think, see, listen, and distinguish the ugly from the beautiful, the bad from the good, the pleasurable from what is not." The contribution of neuroscience Neuroscience studies the nervous system as a whole, from a multidisciplinary point of view between physics, biology and electrophysiology. Thus, it helps to understand the origin and interrelationship of functions such as thought, emotions and behaviors. Studying and explaining the functioning of the neural network allows us to understand how individual perception of the external world occurs and how

neurons are organized into communication pathways that are interconnected through synapses or networks of Communication. Neuroscience arises during the twentieth century, from other classical studies. Today it provides representations of perceptual and motor acts, allowing to relate these internal mechanisms to observable behavior. The nervous system If you compare the nervous system to a computer, this large brain mass as a whole is comparable to the generic hardware or clone of a computer; that is, it is similar in all human beings, without distinction of race, nationality, creed or other variables. The key factor or differentiating element of each individual is the software, that is, the programs responsible for transforming information into knowledge; which are gestating in nature itself and modified throughout formation in life. In the world of computing, it is enough to know how certain programs operate to be able to work on the computer, although sometimes there are difficulties; sometimes a program does not respond because the machine does not have the right software or has some limitations. In that case, knowing the possibilities of the computer and how all its elements work will allow you to make certain decisions, such as updating a program and thus optimizing the use of this tool. In the same way, knowing the hardware that we have built-in humans, that is, the brain and the nervous system, will allow us to learn to use those elements better and, therefore, successfully achieve the goals that we propose in life. Three brains to think and act During the 1950s, James Papez and Paul D. MacLean presented a model of brain evolution that preserved at each stage or stage the characteristics of the previous stages; they thus discovered the character of the "brain onion layers" and the existence in humans of "three brains". The primitive or reptile brain is the oldest of the three. It is the prolongation of the marrow, regulates reflex acts, breathing and heartbeat; it is the driving force behind the intuitive reflex reactions possessed by reptiles, but also fish and sea turtles; in short, the lower vertebrate beings. It is composed of the spinal bulb, the lump and the nymph. It contains all innate programs essential to survive and conserve the species; governs our aggression and escape reactions to danger. The reptyl brain does not know how to deal with unknown situations; does not accept the different, therefore it cannot innovate; it is characterized by being limited to basic human behaviors, such as performing reflex acts, building and carrying out strategies for avoidance, flight and attack, performing routines, compulsive behavior and imitation of models.

Reptile language is confused with gestures and nonverbal behavior, very important in communication; it is estimated that more than 93% of communication is nonverbal. The ancient mammalian brain is the second and forms the so-called limbic system, which contains the thalamus and hypothalamus; these regulate, among others, needs related to hunger, thirst and sex. It is the fruit of a later evolution (Tertiary era); it allowed humanity to adapt better to the fluctuations of the environment and occupies, especially, the septum, the cerebellar amygdala and the hippocampus. Brain amygdala is part of the limbic system; interacts with the third vertebral level. Its function is the elaboration of emotions; in recent times he has been assigned archival functions of these emotions, which is called emotional intelligence. It is paramount in emotional behavior and memory, which with the help of the frontal lobe allows a better social adaptation. All aspects related to emotions are found in the limbic system; it operates in a dichotomous way, dividing situations of liking or displeasure, acceptance or rejection. It is important in long-term memory, which allows anticipation of pleasure, voluntary repetition of lived experiences, the search for repetition or flight of these. The new mammalian brain or cortex is the third and final of the brains; it's the cerebral cortex. It houses two brain hemispheres (right and left) that coordinate the senses and gives reason to life; talking, remembering, reading, or understanding are its basic functions. It is the most evolved brain, typical of humans, although we share it with some animal species, since there are indications of its presence in cats, chimpanzees and dolphins. However, humans differ from these animals by the further refinement of the frontal lobe, which essentially provides great flexibility, so that we can respond to a stimulus in an unpredictable way. It is also the space of conscious thinking, where imaginary structures, creativity, reasoning ability, analysis, intuition, verbal language and choice are accommodated. In short, the cortex processes what it receives through the senses and transforms brain reactions into verbal and nonverbal language, for which it ignores emotions, so that it elaborates with rational coolness the responses it provides. Hemispheric specialization In the 1970s, scientists realized that the cortex actually consisted of two hemispheres that were not symmetrically the same and fulfilled different, specific and highly specialized functions. These two hemispheres (right and left) complement each other and are joined by a dense beam of nerve fibers called habeas callosum or corpus callosum. Dr. Roger Sperry, Nobel Prize in Medicine in 1981, conducted different studies, first in cats

and then in humans, which were cut off the union of both hemispheres in order to cure epilepsy attacks; so he discovered that each hemisphere had a specialty. Most neurobiologists agree that the left hemisphere relates to language control, logical-mathematical reasoning, auditory-temporal aspects; is the hemisphere of linear, sequential thinking, digital communication, logical, semantic and phonetic representations. While the right hemisphere is related to creativity and imagination, spatial relationships, synthesis capacity, emotional experience and analog language. Both brains are connected by the corpus callosum, which is responsible for hemispheric communication; if it does not work correctly there are inconsistencies between thinking and feeling, between fantasy and reality. The right cerebral hemisphere and the left cerebral hemisphere are divided into five lobes: •

• • • •

The frontal lobe controls eye movement and is central to psychological functions related to planning and emotional life, initiative, organization and self-control. The occipital lobe is the reception area of visual stimuli and where the functions that allow photographing and positioning in space are located. The parietal lobe is the endpoint of nerve fibers coming from the outside that reach the brain. The temporal lobe houses stimuli from the ear and memory. The lobe of the Reil insula or hidden lobe, cortical tissue that forms the floor of Silvio's deep cisura.

Looking for the genius of the wonderful lamp The human being is born with a "wonderful lamp", which we call the brain; it has a lot of cells, but these are generally not renewable, if they die they are not regenerated. Hence the importance of managing this non-renewable resource, both individually and collectively, because it is vital for the development of humanity. The knowledge of the hemispheric specialty allows us to improve the management of the resources that we have, in order, with them, to give a smarter answer to the questions posed by the current environment. In daily activity we must respond to complex situations at every moment; sometimes we come across a single and possible answer, but almost certainly that if we use the other brain hemisphere we will find another answer; both answers would be valid and accepted as true; whether or not to accept them will depend on the perception you have about each one.

However, in a world of so many changes and demands, where innovation and creativity are used permanently, the application of this way of thinking leads us to situations with various possibilities, answers or alternatives; we must choose one of those presented to us in the form of a fan. The answer is created in the right hemisphere, but to concrete the action, then, the left hemisphere will act. Each person exercises one hemisphere more than the other; therefore, in each human profile there is one hemisphere more important than the other; it's called the dominant hemisphere. However, for a long time many people have mistaken dominance with intelligence. Thus, only those who had as a dominant hemisphere on the left, showing the use of intelligence tests based on the great logical and mathematical capacity to solve problems, were considered intelligent. Luckily, the concept of intelligence has evolved, largely thanks to Howard Gardner, who developed the concept of multiple intelligences, a criterion based on the seven brain zones. Gardner noted that we can stand out or have different skills, skills, or intelligences: • • • • • • •

Linguistic Logic Mathematical Musical Space kinesthetic or body intrapersonal and interpersonal

Nerve or information transmission, the basis of the perception system, is a bioelectric and chemical process, since every time we use our senses we generate networks of neurons that are intertwined by connections (plugs) called synapses. An adult's brain is located at the top and anterior part of the brain and has the following characteristics: • •

• •

weighs about 1.3 kg it is composed of: – protein (8%) – water (78%) – fat (10%) – others (4%) has an area of 22 dm2 contains 100 billion neurons, interconnected through 1012-1015 synapses, which develop the flow of electrical energy, whose rate of displacement is higher than that of light, and have the natural ability to provide energy at a level equivalent to the required for several years by a television plant.

Power is conduction through two cables or nervous systems:

•

•

The autonomic nervous system (SNA), also known as a neurovegetative system. Through the sympathetic and parasympathetic subsystems, and on the basis of the information received, it is responsible for unconsciously directing the operation of the devices: – Circulatory – Respiratory – Digestive. The central nervous system (CNS), which regulates environmental relations. It is composed of grey matter and white matter. Gray matter integrates the brain, cerebellum, spinal bulb and spinal cord, while white matter is responsible for communicating these information centers.

How did human behavior develop and evolve? Natural behavior For example, let us look at spiders and cockroaches; they don't have a brain, but yet human intelligence has been able to eliminate them; are there in spite of us. This example of survival instinct cannot be explained, but nature has certainly endowed the plant and animal realms with systems capable of relaying what they have learned. In addition, some specimens of these realms are homeostatic systems (adapt to changes in the environment) and others are also morphostotic (modify their structure to survive). Reflective conduct Human reflex behavior can be explained through one of the components of the CNS, the spine. It represents the first signs of coordinated organization of the human system; it acts by responding to opposite neurons and generates the first ripple movements in reptiles. Reptilic behavior Brain evolution continues with the development of the brainstem, rhinocephalus and telecephalus. These nerve centers allow the association of impulses, produce and develop changes of position; begins with the management of space and speed. The development of the conservation instinct of the species begins with the development of this behavior. Limbic behavior At the top of the cerebellum is the diencephalus, an area made up of the thalamus and the hypothalamus. This area acts as a nexus between the brainstem and neocortex; it is an essential center for human survival, because it organizes more complex behaviors, acts as a recipient and derivative of external stimuli (although it does not classify them) and develops routines linked to sex, thirst and hunger. Asymbolic behavior

In the diencephalus are also housed the brain tonsils, which through the inductive analogy classify impulses into useful and useless, to store the former and discard the latter. From its development, the human being catalogs the experiences and manages to distinguish the pleasure of the displacer; In addition, it can classify impulses related to the senses: smell, taste, sight, hearing, touch. Symbolic conduct Man continues his evolution through the development of the brain; develops the third brain or neocortex. Along with this, he begins deductive logic, begins to compare past and new experiences, and begins to depict thoughts through symbols. Although he exchanges information between his two brain hemispheres, humans still cannot schedule previous actions or sort experiences on the temporal axis. Scheduled behavior The development of the cortex is fully integrated with the primitive brain and the limbic. Human beings can build the abstract and the metaphorical; you can consciously self-criticism and associate ideas by creating and integrating symbols. Man creates the language of oral communication and fully integrates with the community to which he belongs and with other communities, through the exchange of information. Assisted conduct With the rampant growth of computer science and the media, humanity creates the revolution of the third millennium. Man increases his mental capacity to solve problems with computing utilization, expands response files by creating peripheral memories, and chains associations assisted by computer networks that share information among millions of users via the Internet. Integrated behaviors The development of technology brings us to a point of no return. Sci-fi films such as Back to the Future, The Avenger of the Future and Riddler cease to be utopias to become analogies of reality that are not pure coincidence or coincidence. In this work on neuromarketing, based on existing knowledge, accompanied by the empirical method, we integrate the different sciences with the purpose of improving the communication process and, with it, recreating trust among all customers, united in a process of exchange that fully meets our needs. Contribution of neurolinguistic programming

In 1972, Richard Bandler and John Grinder, both professors and researchers at santa Cruz University in California, USA, studied some excellent therapists to see how they achieved certain dramatic changes in their patients and reached the conclusion that human beings can achieve, if proposed, satisfactory results in their life goals. NLP (neurolinguistic programming) is born as a new discipline based on the principles of cybernetics and linguistics, among others. Both scientists were curious to know why some people stood out or achieved good results in what they did unconsciously, while others could not stand out or get lean results. They concluded that the human is the only animal that always repeats its actions throughout life and, of course, generally obtains the same result. In this context, the LNP argues that failure as such does not actually exist; what exists is the implementation of strategies that lead to certain results. If the result was not successful, or was not what we expected, it is because the strategy was not adequate. This should lead us to the rethinking of the strategy, so that it allows us ...