Neurobiology and Psychology of Buying Decisions - Romar Learning Solutions

The key to selling is motivating customers or stakeholders to change their behavior. How do sales representatives achieve this? First, they must understand the neurobiology and psychology of buying decisions. Romar Learning Solutions breaks down how the brain works and influences buying decisions:


Neuroplasticity is the brain’s ability to change its neural networks through growth and reorganization. Neuroplasticity also allows the brain to absorb and retain new information, process emotions, and form or modify habits and behaviors.

When the brain receives new stimuli, it can either commit this information to memory or become desensitized to it, depending on how it’s presented. If the brain finds this new information to be significant or if it elicits specific emotional responses, the brain will then initiate behavior change or habit formation.

To encourage consumers to change their behavior, one must ensure a sales presentation must be memorable, engaging, and impactful. 

Prefrontal Cortex and Limbic System

The brain divides into several regions of function. The parts of the brain responsible for decision-making and judgment include the prefrontal cortex and limbic system. The limbic system comprises several parts, including the thalamus, hippocampus, and amygdala.

People make most buying decisions in the limbic system, the part of the brain that controls emotions, fight-or-flight response, and other related behaviors. However, we often appeal to the logical part of the brain with sales presentations—the prefrontal cortex, which controls logical decision-making and self-control. Sometimes, the prefrontal cortex will influence the limbic system regarding buying decisions, but that is the exception.  

These are important functions to consider when developing and delivering your sales presentation. A presentation that appeals to both the prefrontal cortex and the limbic system has the greatest chance of changing behavior.   


Explore this topic in greater depth and learn selling/persuasion techniques for positive promotional outcomes in our upcoming Neurobiology and Psychology of Selling training. Stay tuned for more! Visit our website to learn more about our services, or contact us to schedule a consultation.

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