Decartes’ Error by Antonio Damasio, which explicates the role of feeling over thinking – that man is above all an emotional rather than rational animal. As Dr Molly Crockett from the Department of Experimental Psychology at Oxford advises, we must avoid “neuro-bunk”. She says: “We haven’t found a ‘buy’ button within the brain … yet.” As such, our focus should remain on the outcome of actual behaviour, rather than 3 the intermediate measure of neural activity. There are plenty of ways to use the foundations of neuroscience to improve marketing and advertising without building a dedicated superstructure above it. The opportunity, as my inimitable colleague and co-founder of Ogilvy Change, Rory Sutherland, who has done as much as anyone to evangelize its relevance, is to create the messages and cues which work on the “adaptive unconscious”. For that we owe the ground-breaking research to the psychologists Amos Tversky and Daniel Kahneman, though it was Kahneman who, in this case, did the popularizing. He divided the brain into two parts and “branded” them “System 1” and “System 2”.