Our worlds of values are closely related to emotions. They can be positioned within the Limbic® Map. In marketing practice, the Limbic® Map is used, for example, to better segment and describe target groups or to define brand-related worlds of values.

Limbic® shows which motives and values exist in the consumer's mind and how these motives are related both in the brain and in concrete behavior. It is based on three major systems of emotions and motives: Balance. Emotional system that seeks stability and security. Stimulation. Emotional system that strives for new stimuli and discovery. Dominance. Emotion system that seeks competition and repression. The intensity of the individual emotional systems is different for each person. At the same time, the intensity of the expression changes with age.