The Science of Neuro CX

Humans have 3 independent yet interconnected sections in our brain:

  1. The Reptilian section (instinct);
  2. The Neo-cortex section (intelligence);
  3. The Limbic section (learned emotions).

Each section has it’s purpose.

  • The Reptilian section is the instant (no discernment) ‘survival mode’ response section of the brain. It is the oldest in terms of our human evolution, ‘The Old Brain’, The Reptilian Brain.
  • The Neo-cortex section is the Neo-Mammalian section of the brain, the evolved section of higher order thinking. It generates creation, manifestation, imagination, awareness, development, logical thinking, objectivity, empathy and most importantly: consciousness. ‘The New Brain’.
  • The Limbic section is the section of the brain that first emerged in Mammals. It generates our feelings and emotions in regard to our current reality. It supports a variety of functions, including emotion, behavior, motivation, long-term memory, and olfaction. It appears to be primarily responsible for our emotional life, and has a great deal to do with the formation of memories.

It’s the Limbic Section where Neuro CX takes hold and begins to create all the exciting neurological explosions that we can actually influence and create new behaviours with.

(Credit; Isabelle Beenen – @streetqueen11 – on – I lifted this description of the 3 brain areas from a source far more eloquent than myself!).

When a human encounters an experience (offline, online, good or bad) and it is deemed a ‘sensation‘ – i.e “that was amazing” or “that was terrible” – the cerebral cortex signals the ventral tegmental area of the brain to release the chemical dopamine into the amygdala (stay with me, it’s all true!), the prefrontal cortex and the nucleus accumbens also receive the dopamine. It’s these latter regions of the brain that make up what neurologists call the ‘Reward Centre‘. These areas work in conjunction to deliver a sense of pleasure or pain, happiness or sadness and focus the attention of the individual so that he or she learns to repeat the behaviour (or not) again and again. The reward center of the brain is critically involved in mediating the effects of reinforcement. A reward is an appetitive stimulus given to a person to alter behavior. Rewards typically serve as reinforcers. A reinforcer is something that, when presented after a behavior, causes the probability of that behavior’s occurrence to increase. It’s also how positive experiences remain engrained with an individual. We are literally genetically programmed to remember positive and negative things and if we like them, repeat them over and over until it becomes a habit.

In neuroscience, the reward system is a collection of brain structures that attempts to regulate and control behavior by inducing pleasurable effects. It is a brain circuit that, when activated, reinforces behaviors. – Wikipedia

MRI scans show that just before feeling enjoyable chills in response to things that are positive or rewarding, people experience a dopamine rush near the frontal striatum – the brain region associated with anticipating rewards – followed by a flood of dopamine in the rear striatum – the brain’s pleasure centre. It’s like you’re craving the next reward.

That cycle of craving and fulfillment is what keep people coming back for more.

Dopamine Jackpot! Sapolsky on the science of pleasure

1 Comment

  1. Leroy Culver
    November 23, 2014 at 5:39 pm ·

    Spot on with this write-up, I seriously think this website needs a great deal more attention. I’ll probably be back again to see more, thanks for the information!

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