In my next book I argue that Feelings (and Emotions) are strongly affected by 'personality'.

In other words your personality will affect your feelings and hence the way that you react to brands.

You might, reasonably, ask what personality types has to do with Neuro-marketing.

The answer is that Personality has a lot to do with genetics and the brain, not exclusively because Experience will determine a lot of your personality.

More interesting is that Personlaity types is something that evolution has devleoped for survival of the Society (group).

Every group needs people that are willing to explore the environment, people more inclined to stay at home and tend the crops, people that will teach others and people that will lead. Obviously if there are going to be leaders, then it is necessary to have followers.

This is very important from a marketing perspective because a we lot of segmentation work is based on Personality Types. I believe that segmentation has fallen into disuse because too many marketers use Predefined Segmentations as delivered by General studies, or studies done by Media Groups. An Opinion leaderin one category is not necessarily a oppinion leader in another product category). These studies are expensive, but probably the best thing a marketer can do

Watch this clip that Thomas Ramsoy introduced me to at one of his classes: