July 2020

The Brain by David Eagleman


Though spiritualism had initiated in my quest of knowing the brain and how it functions, one of the initial scientific exposure about it came from the book “The Brain” by David Eagleman. I never ever felt while reading this book that it is written by a scientist, a neuroscientist because narration is so lucid and words are so simple that it looks like bed time story. It paved way for me to buy more books, pick courses on neuroscience online and dig deep to understand what I want to understand better.


Buying a book is very easy but going beyond the first few pages is very difficult. It tells you that whether you will be able to finish reading the book or not. But this book is so simple worded and lucid that not only it kept me interested in the book but it ignited y interest in the very topic itself and it is growing year after year. This kind of impact it had on me.


Some of examples are here: 


While explaining “AM IN THE SUM OF MY MEMORIES?”, he writes, “Our brains and bodies change so much during our life that – like a clock’s hour hand – it’s difficult to detect the changes. Every four months your red blood cells are entirely replaced, for instance, and your skin cells are replaced every few weeks. Within about seven years every atom in your body will be replaced by other atoms. Physically, you are constantly a new you. Fortunately, there may be one constant that links all these different versions of your self together: memory. Perhaps memory can serve as the thread that makes you who you are. It sits on the core of your identity, providing a single, continuous sense of self.”


Further, explaining this very thought, he writes, “Rather than memory being an accurate video recording on a moment in your life, it is fragile brain state from your bygone time that must be resurrected for you to remember”.


In the chapter “The Storyteller”, He writes, “Your brain serves up a narrative- and each of us believes whatever narrative it tells. Whatever you’re falling for a visual illusion, or believing the dream you happened to be trapped in, or experiencing letters in colour, or accepting a delusion as true during an episode of schizophrenia, we each accept our realities however our brain accepts them.


Despite the feeling that we’re directly experiencing the world out there, our reality is ultimately built in the dark, in a foreign language of electrochemical signals. The activity churning across vast neural networks gets turned into your story of this, your private experience of the world: the feeling of this book in your hands, the light in the room, the smell of roses, the sound of others speaking.


Even more strangely, it’s likely that every brain tells a slightly different narrative. For every situation with the multiple witnesses, different brains are having different private experiences. With seven billion human brains wandering the planet (and trillions of animal brain), there’s no single version of reality. Each brain carries its own truth.


So, what is reality? It’s like a television show that only you can see, and you can’t turn it off. The good news is that it happens to be broadcasting the most interesting show you could ask for: edited, personalized and presented just for you.”


These are just few snippets of the amazing book. It is a must read for everyone who wants to know about truth, or who believe their truth is the real truth and other’s truth are lie, or who wants to know why someone behaves the way he/she behaves or the people like me who are simply curious to know about the most mysterious thing in the world; human brain. 


You can buy the book from Amazon following this link The Brain


Predictably Irrational By Dan Ariely


As any Post Graduate in Marketing, core of my focus for the professional reason was always on consumer behaviour and their decision making process, which gradually took the shape of interest in Neuroscience, Neuromarketing, Neuroconsumerscience, Behavioural Science and Behavioural Economics.  


Latest in the series of books which I just finished reading is “Predictably Irrational: The Hidden Forces that Shape Our Decisions” by Dan Ariely, James B. Duke Professor of Psychology and Behavioural Economics at Duke University. Though this book was published twelve years back, but I became serious about this topic for last four years and I am taking one book and course at a time and I am glad I picked this book. 


Divided in thirteen chapters, this book is masterpiece which helps us to sneak behind the façade of rational mind and tells that there is nothing called ‘rational mind’ when it comes to decision making and that also financial decisions. We all are construct and reflection of our memories as we have perceived them, loosely tagged with each other defining our narrative and we don’t make any rational decision. Our decisions are captive of our biases and heuristics which are formed over a period of time by our gender, social, educational, economical and demographical set up and can be primed and anchored in one direction.  


All thirteen chapters, namely The Truth about Reality, The Fallacy of Supply and Demand, The Cost of Zero Cost, The Cost of Social Norms, The Influence of Arousal, The Problem of Procrastination and Self-Control, The High Price of Ownership, Keeping Doors Open, The Effect of Expectations, The Power of Price, The Context of Our Character Part I, The Context of Our Character Part II and Beer and Free Lunches having my experiments and findings conducted by Dan himself. 


This is a must read book for anyone interested in Behavioural Economics. You can buy book from Amazon following this link Predictably Irrational by Dan Ariely


COVID19 and Its Impact on Consumer Decision Making


Lockdown due to the fear of community spread of COVID19 has brought in unprecedented situation and it has led to unprecedented buying behaviour. Some of the examples are from my family itself. I reached back my native village to attend some urgent work before the lockdown. Here I am, staying with my sixty five years old mother in the village for last five months and no, my life is not difficult except I have to manage my work according to the situation of electricity supply.


As the lockdown was imposed on 24th of March and became effective from 25th March morning so to say, because by 12 of the night of 24th March, half of the nation must have fallen asleep anyway. Movement of even essential items were difficult initially because law enforcing agencies were not able to figure out difference between essential and non-essential items and they were not ready to take any chance to be called negligent of their duty. So, the vegetables grown in rural areas were not finding its way to urban and town market. Prices of vegetables fell drastically and we were able to buy things at around 35-40% of the earlier price. Though lockdown was dampening news, but not for my mother, for whom travel meant walking in our campus or on the road in front of our house. She was very happy to buy vegetables so cheap and she started buying it from everyone and anyone selling vegetables and I was emotionally manipulated to gorge on vegetables much beyond my capacity, otherwise she would have been forced to throw a big portion of it in the dustbin. For first two months, despite my cautious advice and sometime angry retort, she continued buying vegetables in huge quantity, because it was cheap. Something which was supposedly cheap cost us a lot during that period.


My elder brother living in Bengaluru got so panicked when lockdown was announced that he assumed he won’t get any vegetables to eat. So, he bought a year’s quota of salt thinking that if he doesn’t get vegetables then he will eat chapatti with salt.


Few days back I was talking to a friend, who is heading staples business of major retail chain about the news around impact of COVID19. I told him that I not very comfortable with the way news about miseries due to COVID19 fed to the entire world after locking them inside their houses and flats. They are regularly and without fail being fed with the news of death, despair and conflict. I also said that there is news of biscuits companies are doing roaring business, which means tea business must also be doing similarly good business. Upon hearing this, he said not only biscuit and tea, but savouries, mixtures, noodles etc. are also doing very excellent business.


COVID19 is having whatever impact it is having on all of us and it is visible, but what is not visible is the impact of continuous fear feeding by media after locking us inside our houses on our mind. Hypertension, stress, blood pressure, gas and acidity, arthritis, diabetes and many other lifestyle diseases will start demanding its share from our savings once this is over or there is some respite.


Another friend of mine who is with a retail start-up told me that his neighbourhood store in Thane, Maharashtra, which was unaffected by spurt in organizations dealing in online grocery retail is seeing more than 60% de-growth in customer walk in; many of them have shifted to online shopping due to the fear of the spread of COVID19.


These examples are very few among many. How can we forget the sight of couple of kilometres long queue outside grocery stores in US and European countries or people stocking years quota of toilet paper.


This period has brought out the extremes of human behaviour unlike before. COVID19 is not going away soon. There are many government administered nudge which will change the human behaviour permanently. I am sure many neuroscientists and behavioural scientists must be studying it, but retail organizations must not let this opportunity go away and they must test as many hypotheses as possible and figure out the change in human behaviour and decision making process while shopping. Analysing data may not be able to speak much after this pandemic is over. Once it is over, people won’t be able to recall the entire journey; they will remember the peak and end of the experience. This will lead to loss of many data points which can help the business in future. EEG, fMRI, Mobile EEG and eye tracking devices etc. may come to help for in-store study and placement of products on mobile, laptop and other digital devices real estate, nudges, priming and anchoring stimulus applied should be closely and critically analysed, because this phase will bring out the human decision making process which will be new normal.


Though using tools mentioned above to study human behaviour is the domain of experts from neuroscience, but we can offer our services in setting parameters and calculating outcomes free of human bias.


I can be reached at mukul.bhartiya@reviewboard.in. You can find the detail presentation on Artificial Intelligence and Machine Learning in Retail Analytics here. Interactive Retail Analytics Solution


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