Feminine Brain and Chocolate: An Insight Into Urban Neuroscience, Enrico Banchi

Ing. Enrico Banchi QAITAS

Feminine Brain and Chocolate an insight on Urban

Neuroscience

Scuola di Palo Alto Srl www.enricobanchi.com

TWEET: @BANCHIEN To build a life of excellence, begin by asking yourself these questions:

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WHY? www.enricobanchi.com

To build a life of excellence, begin by asking yourself these questions:

... BECAUSE OF: NEW DISCOVERIES IN NEUROSCIENCE MY STUDIES AS AN ENGINEER MY TEACHING IN CONSUMER BEHAVIOR MY PRACTICE AS INTERNATIONAL NEGOTIATOR MY EXPERIENCE AS CONSULTANT AND COACH MY PERSONAL LIFE

White Page

Women’s Market =

Opportunity No. 1.

% influence on buying

Vacations … …………………92% Houses … …………………….91% Consumer Electronics … ….51% All consumer purchases … .83% Household decisions …….. 67% Health Care … ………………80% www.enricobanchi.com

Selling to men: The TRANSACTION Model

Selling to Women: The RELATIONAL Model

Source: Selling to Men, Selling to Women, Jeffery Tobias Halter

FemaleThink/, Faith Popcorn & Liz Marigold

“Men and women don’t think the same way, don’t communicate the same way, don’t buy for the

same reasons.”

“He simply wants the transaction to take place. She’s interested in creating a relationship. Every

place women go, they make connections.”

Purchasing Patterns

Women: Harder to convince; more loyal once convinced.

Men: Snap decision

Scuola di Palo Alto Srl

… let’s talk about neuroscience

Neuroscience address all the topic linked to brain’s development as perception, sensations, learning,

memory, movement, sleeping, efforts, ageing and positive/negative ratio. It

investigate molecules, cells and genes responsible of the correct functioning of

nervous system.

Men and Women are essentially different!

It is not a matter of better or worst: they’re simply different.

Scientist, Anthropologist and Sociologist are aware of this fact from

long period, but they prefer not to spread this information in a word so

“politically correct”...

... Some things are obviousIn general:

Women blame men of:

being insensitive and careless; not listening enough;

act too simple; not being affectionate or compassionate;

and so many other things…

... Some things are obviousIn general:

Men blame women of:

being bad driversnot being able to read maps

having no sense of direction,speaking too much without getting to the

pointan so many other things

.Before going into the differences, let’s talk about...

Andhormones…

Brain of Emotions

Limbic System

Thalamus

Amygdala Pituitary Gland

Hippocampus

Hypothalamus

The Brain of Emotions

The Lymbic System

Joseph Le Doux

Director of The Center for The Neuroscience of Fear and Anxiety

N.Y.U.

... Let’s go back to the differences between feminine and masculine

brain...

Until ’80s It was believed that a child born

with a mind like a blank sheet, on which adults could write choices

and preferences

E’ tutto nella mente! Why we are what we are?

We are what we are due to hormones: we are a product of our chemistry!

La programmazione del feto. ... Chromosome XY? Then you need some Testosterone..

... And our brains connects...as a male !! www.enricobanchi.com

Everything is in mind! Women have better cerebral

connections

Left and right emispheres are connected by a bundle of neural fiber, called CORPUS CALLOSUM, that facilitate

interhemispheric communication. The research of the neurologist Roger Gorski of California University

demonstrates that women have a thicker corpus callosum than men, that contains 30% more interhemispheric

connections. Gorski has also demonstrated that men and women use different brain’s sections to cope with the same

activity.

... Their core differences are instead a MATTER OF

SCIENCE !

Everything is in Mind! How brain is analyzed?

The first scientific tests about the differences between genders were

conducted in 1882 by Francis Galton, at London Museum...

The first data on specific localization of cerebral function were collected studying

patients with cerebral damages. Scientists discovered, for example, that man with the left empisphere damaged had lost completely or almost completely their verbal skills, whereas women didn’t

present so heavy deficit...

Il RE degli Ormoni

Male Brains Works Like A pile Of Boxes

Il RE degli Ormoni

Il cervello Maschile è Composto Da scatole

Female Brain...

Il RE degli Ormoni

Il cervello Maschile è Composto Da scatole

Il cervello femminile da una rete incredibile di interconnessioni Tra i due emisferi e tra il cervello cognitivo e quello limbico…

Multitasking Multiminding

How we get to this point….

From Prehistory to today!!

SPECIES TIME PERIOD

Ardipithicus ramidus 5 to 4 millions year ago

Australopithecus anamensis 4.2 to 3.9 millions year ago

Australopithecus afarensis 4 to 2.7 millions year ago

Australopithecus africanus 3 to 2 millions year ago

Australopithecus robustus 2.2 to 1.6 millions year ago

Homo habilis 2.2 to 1.6 millions year ago

Homo erectus 2.0 to 0.4 millions year ago

Homo sapiens archaic 400 to 200 thousands years ago

Homo sapiens neandertalensis 200 to 30 thousands years ago

Homo sapiens sapiens 200 thousands years ago to today

Different Specializations

Sensorial Differences!

Sensorial Differences

Women’s Radar

A women feels immediately if another one is worried or bitter; a

man normally needs tangible sign as tears or scene to notice that

something is wrong...

It is a matter of eyes

The retina contains 130 millions of rods (photoreceptor cells), that

provide black and white vision and 7 milions of cones that support

daytime vision and the perception of colour ...

It is a matter of eyes

...those cells are originated by chromosome X. Women have 2

Chromosome X, and that’s why they have greater variety of cones than men:

Unlike women, indeed, men cannot distinguish with precision colours...

Women have a peripheral vision;

Man, instead, a tunnel vision.

The case of missing objects

Why women have a sixth sense...

The increased sensitivity allow women to gather and analyze data and the ability

of their brain to transfer those informations to one emisphere to another make them more proficient in integrating and decoding signals, particularly visual

and verbal ones

Why men cannot lye to women.

Sensorial differences

Why men listen differently!!

Sensorial differences

Why men listen differently!!

26 seconds TPJ

Tempo Parietal Junction

Taste and sense of smell are more developed than in men...

Men can distinguish in a easier way salt and bitter…. Women instead exceed them with sweet taste: this is why women love

choccolate and a lot of taster are women..

Una molecola, la feniletilamina, normalmente prodotta dall'organismo, quando l'approccio

comincia a muovere le possenti leve del desiderio, cresce fino a raggiungere livelli elevati. La

feniletilamina è contenuta (in dosi non certo elevate) nella cioccolata e ciò potrebbe validare la percezione di alcuni che ravvisano in tale alimento qualità antidepressive. La feniletilamina, crescendo

in quantità, favorisce il rilascio di dopamina il cui ruolo è centrale per l'ottenimento della sensazione che consegue alla soddisfazione di stimoli quali la fame, la sete, il desiderio sessuale. L'incontro che

promette una vasta gamma di soddisfazioni alimenta i meccanismi associativi con il piacere e la

feniletilamina sale ancora. www.enricobanchi.com

Continues on

THANK YOU! To build a life of excellence, begin by asking yourself these questions:

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Feminine Brain and Chocolate: An Insight Into Urban Neuroscience, Enrico Banchi

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