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But more recent developments in neuroscience have inspired fresh questions about instincts and desires, unconscious prophesies and gut decisions. New information about human cognition has led the hard sciences back to the same sort of concerns that preoccupied psychoanalysts in Vienna a century ago.
Thus what was once the domain of Freud and Dichter has been appropriated by researchers in lab coats. Yet many of the theories sound remarkably similar—albeit with rather less emphasis on Oedipal urges and castration anxieties. “Recent published findings in neuroscience indicate it is emotion, and not reason, that drives our purchasing decisions,” reported Mobile Marketer magazine earlier this year. The quantitative trends that tossed Dichter aside have ultimately led back to his ideas.
Companies selling insight into the consumer unconscious are now quick to couch their approach in empirical terms. “Over 85% of consumer buying behaviour is driven by the non-conscious,” explains Buyology Inc, which launched in 2009 in New York as “the world’s leading strategic neuro-insight company”. Using “statistically rigorous, large-sample web-based tools”, the company promises to unearth the real drivers of buying decisions. Then there is the Zaltman Metaphor Elicitation Technique (ZMET), a patented interview process used by companies around the world that guarantees to go “beyond what people say to reveal what they actually mean.” Rooted in neuroscience, ZMET’s one-on-one exchanges use images and metaphors to get at the deeper thoughts and feelings of a consumer. “A lot goes on in our minds that we’re not aware of,” explained Gerald Zaltman, a business professor at Harvard, after he came up with the idea.

A. 어휘
neuroscience 신경과학. inspire 격려하다, 鼓舞(고무)하다, 영감을 불어 넣다.
instincts 본능. prophesies 예언. gut 본능적인, 충동적인.
cognition 인식. preoccupied 마음을 빼앗다, 몰두하게 하다, 先占(선점)하다.
domain 영토. appropriate 專有(전유)하다, 충당하다, 착복하다.
lab coats 실험실 가운. remarkably 두드러지게. albeit 비록...이기도 하지만.
Oedipal 오이디푸스 콤플렉스的. urges 충동. castration 去勢(거세).
tossed ∼ aside 내 던지다. couch 표현하다. approach 연구 방법, 접근법.
launch 배를 진수하다, 착수하다. “statistically 통계적으로.
rigorous 엄격한, 嚴密(엄밀)한. unearth 발굴하다.
drivers 기계의 動輪(동륜). Metaphor 隱喩(은유). Elicitation 이끌어 냄.
patented 특허를 받은. guarantees 보증하다. reveal 啓示(계시)하다, 밝히다.
came up with 案出(안출)하다.