Clotaire Rapaille, The Culture Code

"The reptilian brain always wins in the marketplace."

— Clotaire Rapaille, The Culture Code

Dr. G Clotaire Rapaille is a cultural anthropologist and founder of Archetype Discoveries Worldwide. He is best known for having written the New York Times bestseller The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do.

What is the reptilian brain? The reptilian brain, the oldest most primitive part of our brain otherwise known as the amygdala, governs our instincts of attraction and survival. The limbic brain governs emotions (i.e. love and hate), and the cortex governs intelligence, including rationalization (price and money).

“My theory is very simple: The reptilian always wins. I don’t care what you’re going to tell me intellectually. I don’t care. Give me the reptilian. Why? Because the reptilian always wins.”

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