Abstract
This chapter serves as an entry point into the tripartite framework used to explore consumer representations. It focuses on the first heuristic, the stone is worldless, to analyse in more detail how the consumer is represented through the discourse as an inanimate or mechanical object driven to action by an external party (the metaphor of brain as buy button). It also considers the guiding metaphors that most directly influence the project of popular neuromarketing, including those emerging from behavioural psychology: mind as animal-machine and mind as reflex-machine with some connections to mind as computer prevalent in the cognitive sciences.
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Nemorin, S. (2018). Worldlessness: The Brain as ‘Buy Button’. In: Biosurveillance in New Media Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-96217-7_6
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