6 ways to influence decision making

According to Neuromarketing, there are three parts of the brain involved with decision making:

1. The new brain, which thinks by processing rational data.
2. The middle brain, which feels by processing emotions.
3. The old brain, which decides based on input from the other two brains.

According to the authors, you can influence the old brain through six stimuli:

1. Appeal to its self centeredness. (e.g., use the word "you" when writing ads.)
2. Use contrast. (slow/fast, before/after)
3. Use concrete descriptions over abstract descriptions.
4. Keep important points at the beginning or end, not the middle. The brain forgets the middle.
5. Use visual stimuli since the brain's optic nerve responds 40x quicker than the auditory nerve.
6. Stimulate emotions.