Paul MacLean presented the three-layer theory of the brain, where he explained that our brain evolved to its current size and capability while preserving features of two much more basic formations. Developing one stage at a time, literally one on top of the other, the three parts of the brain have dramatically different structures and chemistry. They react quite differently to stimuli, even though they are interconnected.
The first layer, the brain stem, resembles the brain of a reptile. It monitors basic functions, such as heart rate, breathing and body temperature.
The second layer, known broadly as the limbic system, takes care of
The third layer, known as the neocortex, is the latest layer of the brain to evolve. It is responsieble for more complex thinking, including intellectual reasoning, language, and our conscious thought.
The first two layers are the same for humans as they are for other animals. They drive reproduction and self-survival. We could think of them as ‘the reacting brain’. These layers are not conscious. They respond quickly to environmental cues, and they are surprisingly dominant in our day-to-day experience of life. They influence things like eating, sleeping, behaving in a socially agreeable manner, and belonging to a group. All of these are key when you think of the stakes at your chances of surviving!
The neocortex is responsible for the more complex and deliberate areas of life. It is involved in finding a purpose in life, our broader social agenda, and contributing to a society where we all can live agreeably. It interprets messages from the reacting brain and allows us to search for reasons, answer questions, and live a meaningful life.
Our reacting brain is biologically dominant. It is also faster than the neocortex, and frequently overrides rational thought. Sometimes, it even overrides ethical behaviour when it comes to matters that relate to survival.
So in the middle of a pandemic, when you see people reacting in crazy ways, such as hoarding toilet paper, protesting masks that ‘don’t let them breathe’ and refusing to keep a distance from others, it might just be that the two primal layers of their brain are first to react. After all, we are wired to override more thoughtful approaches when we feel our very survival is threatened.
If your business has suffered from these primal reactions, or your front-line staff has been mistreated by people acting irrationally out of fear or anxiety, try to take three steps back from the situation. Armed with this knowledge from neuroscience, how could you approach your service and its customer experience design to deal with the current challenges?
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