The human brain is composed of three different brain systems: reptilian (reaction), limbic (feelings), and cortex (reasoning), each with its own logic of functioning, emerging sequentially one over the other along our evolutionary line. This means, among other things, that these three brains are relatively independent, but are hierarchically related to each other, according to their age and functional importance for our existence.

This relationship has generated great success in the promotion of products and services because, thanks to the field of advertisement, we know what messages and sensations to generate so that our target audience performs a specific action towards the brand we advise.