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Feminine Brain and Chocolate: An Insight Into Urban Neuroscience, Enrico Banchi
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Transcript of Feminine Brain and Chocolate: An Insight Into Urban Neuroscience, Enrico Banchi
Ing. Enrico Banchi QAITAS
Feminine Brain and Chocolate an insight on Urban
Neuroscience
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TWEET: @BANCHIEN To build a life of excellence, begin by asking yourself these questions:
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WHO IS ENRICO? 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
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White Page
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Women’s Market =
Opportunity No. 1.
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% 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
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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.”
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Purchasing Patterns
Women: Harder to convince; more loyal once convinced.
Men: Snap decision
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… let’s talk about neuroscience
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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.
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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”...
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... 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…
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... 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
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.Before going into the differences, let’s talk about...
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Andhormones…
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Brain of Emotions
Limbic System
Thalamus
Amygdala Pituitary Gland
Hippocampus
Hypothalamus
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The Brain of Emotions
The Lymbic System
Joseph Le Doux
Director of The Center for The Neuroscience of Fear and Anxiety
N.Y.U.
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... Let’s go back to the differences between feminine and masculine
brain...
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Until ’80s It was believed that a child born
with a mind like a blank sheet, on which adults could write choices
and preferences
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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!
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La programmazione del feto. ... Chromosome XY? Then you need some Testosterone..
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... And our brains connects...as a male !! www.enricobanchi.com
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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.
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... Their core differences are instead a MATTER OF
SCIENCE !
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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...
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Il RE degli Ormoni
Male Brains Works Like A pile Of Boxes
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Il RE degli Ormoni
Il cervello Maschile è Composto Da scatole
Female Brain...
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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
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How we get to this point….
From Prehistory to today!!
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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
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Different Specializations
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Sensorial Differences!
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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...
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Sensorial Differences
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 ...
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Sensorial Differences!
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...
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Sensorial Differences
Women have a peripheral vision;
Man, instead, a tunnel vision.
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Sensorial Differences!
The case of missing objects
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Sensorial Differences
Why women have a sixth sense...
6th
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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
Sensorial Differences!
Why men cannot lye to women.
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Sensorial differences
Why men listen differently!!
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Sensorial differences
Why men listen differently!!
26 seconds TPJ
Tempo Parietal Junction
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Taste
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..
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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
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Continues on
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THANK YOU! To build a life of excellence, begin by asking yourself these questions:
MANAGEMENT STYLE QUESTIONS?
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