Editing Limbic® Personas (section)

==How it works==

The Limbic® model initially assumes fundamental differences in personality. Consumers are very different in terms of their consumption, buying behavior, and brand preferences. These differences are based on the emotions and motive systems of humans. Brain research assumes that decisions are dependent on emotions and are made on the basis of these emotions. The question is, therefore, which emotional systems exist in the human brain and how these findings can be helpful and useful to marketing.

===The Big 3 of the Limbic® model===

The three basic needs of food, sleep, and sexuality are supplemented by three central emotions. The Big 3 determine human thought and action, in addition to the three basic needs. The Big 3 were apparently confirmed internationally by studies. They are considered as systems that determine human action.

* Balance (objectives: security, stability, order)
* Dominance (objectives: power, status, enforcement)
* Stimulant (objectives: curiosity, adventure, reward)

===The Limbic®-Types===
From these three emotion systems, further subsystems can be derived that are different in each individual: 

* Traditionalists: tradition and security (balance + discipline / control)
* Harmonizer: Harmony and care (focus on balance + binding / care)
* Open connoisseurs: openness and enjoyment (balance + stimulant)
* Hedonists: fun and creativity (focus on stimulants)
* Adventurer: adventure and risk (stimulus + dominance)
* Performer: success and status (focus on dominance)
* Discipline: discipline and control (balance + dominance)

In fact, a complex interplay of different brain regions with numerous nerve agents is involved in the decision-making process. The customer types are simplified to a certain extent. Moreover, a part of the personality is characterized by education, experiences, and cultural practices. The Limbic® types are a representation of these different personality structures. The personality structures, in turn, are a representation of the complex processes in the limbic system.

===The Limbic® map===

These customer types can be visualized using the Limbic® map. This is a matrix which assigns the individual’s emotional spectrum to the different motifs, values, and desires and shows their relationships. The Limbic® map can be used to form brand messages or strategies for [[Brand Management|brand management]] so that the brand’s statement fits into the motif and value structures of the customer groups.