Mirror neurons as a theoretical framework for experiential marketing

The Journal of the American Psychoanalytic Association article reviews Cognitive Science, Neuroscience and Psychoanalysis and provides a theoretical framework for experiential marketing.

Mirror Neurons and Intentional Attunement: Commentary On Olds
Vittorio Gallese

Journal of the American Psychoanalytic Association 2006 54: 47

http://apa.sagepub.com/content/54/1/47

. . .
The same functional logic that presides over self-modeling is
employed also to model the behavior of others: to perceive an action
is equivalent to internally simulating it. This enables the observer to
use his or her own resources to experientially penetrate the world
of the other by means of a direct and automatic process of simulation.
Embodied simulation automatically establishes a direct experiential
link between agent and observer, in that both are mapped in a neutral
fashion.
. . .
We do not just “see” an action, an emotion, or a sensation. Side by
side with the sensory description of the observed social stimuli, internal
representations of the body states associated with these actions,
emotions, and sensations are evoked in the observer, “as if ” he or she
were performing a similar action or experiencing a similar emotion or
sensation.
. . .

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Experiential Marketing produces existential change through theatre.