The Physicality of our Cognitions - The Situationist

Embodied cognition, the idea that the mind is not only connected to the body but that the body influences the mind, is one of the more counter-intuitive ideas in cognitive science. In sharp contrast is dualism, a theory of mind famously put forth by Rene Descartes in the 17th century when he claimed that “there is a great difference between mind and body, inasmuch as body is by nature always divisible, and the mind is entirely indivisible… the mind or soul of man is entirely different from the body.” In the proceeding centuries, the notion of the disembodied mind flourished. From it, western thought developed two basic ideas: reason is disembodied because the mind is disembodied and reason is transcendent and universal.

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Connecting with Consumers Using Deep Metaphors

Think of famous brands you know: Hallmark cards and Coca-Cola soft drinks, for example. What do these products have in common for consumers? An emotional meaning that taps into thoughts and feelings related to the positive aspects of transformation, according to Gerald Zaltman and Lindsay Zaltman

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