From infrastructure to advertising: how neuroscience is transforming our reality.

The Evolution of Neuroscience

Just half a century ago, neuroscience was a relatively narrow field focused on the study of the nervous system and its fundamental mechanisms. Researchers meticulously examined the structure of neurons, attempted to decipher the principles of nerve impulse transmission, and mapped brain areas responsible for various bodily functions. However, recent decades have sparked a true revolution in this field, transforming neuroscience into a vast family of disciplines that extends well beyond traditional neurobiology.

The reasons for this transformation lie not only in technological advancements that have allowed us to peek into the functioning brain with unprecedented precision but also in the growing understanding that the nervous system underpins nearly all aspects of human behavior. From financial decision-making to aesthetic preferences, from social interactions to perceptions of urban environments—neurobiological foundations can be traced everywhere.

Modern neuroimaging methods, such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), have enabled researchers to observe brain activity in real time. This has paved the way for a multitude of applied fields: neuromarketers have begun to study how the brain reacts to advertising, neuroeconomists have delved into the mechanisms of financial decision-making, and neurourbanists have analyzed how urban environments affect the functioning of the nervous system. These relatively new and rapidly evolving branches of neuroscience are currently attracting attention from both the scientific community and the general public, demonstrating the practical application of brain function knowledge in everyday life.

How Does the Brain Make Financial Decisions?

As early as the 1980s, Nobel laureate Daniel Kahneman challenged the notion of humans as rational beings making solely well-considered decisions. His research indicated that when making choices, we often rely on emotions, social stereotypes, and immediate impulses rather than cold calculations. These observations laid the groundwork for neuroeconomics, which today unveils the biological mechanisms behind our financial decisions.

From a neuroeconomic perspective, the decision-making process involves several stages: problem identification, alternative comparison, choice execution, and outcome evaluation. Researchers pay special attention to the stage of alternative comparison, as this is where our preferences are formed. As my scientific advisor, Vasily Klyuchariev, a neurobiologist and cognitive science doctor, explains, the subjective value of a choice is determined by the activity of specialized areas in the brain, particularly the nucleus accumbens—a sort of pleasure center.

Studies using MRI have shown astonishing results: the activity of the nucleus accumbens not only increases with the anticipation of monetary rewards but can also predict whether a person will purchase a specific item or even gain weight in the coming months. Moreover, this same neural structure activates when individuals donate money to charity. Particularly intriguing are studies on social influence in decision-making. When our opinion diverges from the majority, a signal of error arises in the brain, which may prompt us to change our decision. This mechanism explains why we often succumb to group pressure even in the simplest situations.

The development of neuroeconomics not only opens new opportunities but also presents ethical challenges. On one hand, understanding decision-making mechanisms aids in developing more effective financial literacy programs and creating conditions for conscious consumption. On the other hand, this knowledge can be used to manipulate consumer behavior. Benjamin Libet argued that free will does not exist and that the brain makes decisions and sends readiness signals before a person can become aware of them. Nonetheless, recent scientific findings have shown that the debate on free will is still ongoing, and the mechanisms of human choice may be far more complex than we have come to believe.

The Science of Hidden Triggers

Neuromarketing is a relatively young scientific field that emerged in 2002, thanks to Professor Eil Smidts from Erasmus University Rotterdam. It explores the unconscious factors influencing purchasing decisions by integrating knowledge from cognitive psychology, neurophysiology, and marketing. Unlike traditional marketing research based on surveys and questionnaires, neuromarketers use specialized equipment to study the brain's immediate response to products and advertisements. For example, eye trackers monitor eye movement to determine which elements of packaging or advertising capture a person's attention first, while electroencephalography (EEG) records electrical brain activity, revealing emotional reactions to what is seen.

Neuromarketers actively investigate various perception channels. Research shows that colors provoke specific physiological responses: red increases heart rate, blue lowers blood pressure, and green is associated with health. Regarding sound, experiments have proven that slow music doubles the time visitors spend in a store and increases the average bill by a quarter. Moreover, the influence of music is so subtle that shoppers are often unaware of it: for instance, on days when French music played in a wine shop, people were more likely to choose French wines, attributing this to personal preferences.

Scents, which directly affect the brain's limbic system, also serve as powerful marketing tools. The Hard Rock Hotel in Orlando boosted ice cream sales by 45 percent thanks to the aroma of fresh pastries, while Christmas scents help stores increase revenue by six percent. Equally fascinating are studies on taste perception: an experiment with Coca-Cola and Pepsi showed that during blind tastings, people preferred Pepsi, but once the labels were shown, the strength of the Coca-Cola brand literally reprogrammed taste sensations.

Due to its technological nature, neuromarketing is attracting increasing attention from major clients. However, its widespread adoption is currently hindered by high costs: a basic electroencephalography setup alone will cost at least 5000 euros, not including expenses for specialists. Nevertheless, given the advancement of technology and growing competition, it is expected that neuromarketing research will become more accessible in the coming years.

Neuroprojections of Cities

The relevance of neurourbanism as a field cannot be overstated: according to UN projections, by 2050, 68 percent of the world's population will live in cities. At the same time, research indicates alarming statistics: urban dwellers have a 38 percent higher risk of developing mental disorders compared to rural residents. The difference is particularly pronounced in the case of affective disorders (39 percent higher risk) and schizophrenia (at least double the risk).

Neurourbanists study how architecture and urban environments affect brain function and mental health. Unlike traditional architectural psychology, which focuses on emotional reactions, neurourbanism investigates the neural mechanisms of urban space perception. For example, researchers have found that certain elements of the urban environment can elevate cortisol levels—the stress hormone—and activate brain areas associated with anxiety.

Researchers pay special attention to urban stress factors: noise, air pollution, high population density, and social isolation. It is important to note that different population groups respond differently to these stressors. For instance, migrants with limited access to urban infrastructure are more vulnerable to the negative impacts of the urban environment.

The primary goal of neurourbanism is to create a balance between the urban environment and human cognitive needs. Already, research findings assist architects and urban planners in creating more comfortable spaces. For example, considering data on the impact of green spaces in reducing stress levels, modern urbanists are increasing the number of parks and integrating elements of nature into urban architecture. Understanding how building geometry affects navigation in space helps create a more intuitive urban environment.

A Glimpse into the Future

Neuroeconomics, neuromarketing, and neurourbanism are vivid examples of how the study of the brain transcends traditional neurobiology and infiltrates various spheres of our lives. Each of these fields contributes in its own way to understanding decision-making mechanisms—from product choices in stores to preferences in urban environments. Furthermore, all three areas face similar challenges: high research costs, the need for interdisciplinary approaches, and ethical questions. However, the advancement of technology and growing interest in neuroscience offer hope that in the near future, these fields will become even more accessible and effective tools for improving people's quality of life.

The project "I Went into Science" is supported by the Ministry of Education and Science of Russia.