and semiotics and after this marketing theory,transiting through cognitive sciences and paving the way to consumer andbusiness anthropology building my social and behavioral sciences applied tobusiness goal.In my doctorate thesis I used cognitive neuroscience theoryand biological anthropology to understand the human obsession for body patternthat builds fashion markets. The understanding of brain patterns formatted fromthousand years by the intersection between nature and culture fascinated me andhelped me to understand the preference for skinny unhealthy bodies when theprimitive male desire was think as for the fat hips representing maternityand female health[i]. Then, in 2006, I discovered the group Cognitio, a thinktank of cognitive sciences studiesbased on University of Sao Paulo, (where I did my PhD and teach nowadays). Itwas a multidisciplinary field of study constituted by neurology, linguistics,neuroscience, physics, philosophy among others areas and developed a brilliantwork understanding the brain constitution that generates cognition. A book was releasedabout their research, called O sitio da mente, (the mind site), and I used itas a support on my academic and business researches.The cognitive neuroscience, which is having so much hypeabout it, is a part of the hole cognitive science where stimulus and emotionscan be reading by the use of technological instruments, letting neurologistsunderstand what creates god, bad and other categories of feelings, sensationsthat are now being used by the marketing to measure the acceptance of productsand reactions to them.Im an enthusiast of this new possibility, as I have beingusing cognitive sciences in my researches for almost 10 years, beginning withthe theoretical approach and then discovering empiric uses. But the point isthat, like any the possibility coming from science, just as ethnography wasyears ago, is being less understood than it should be and overestimated viewedas a magic that solves all consumers understanding for business. Of course, fordecades we all have been thrilled about the possibility of reading theconsumers mind, and now it seems that we are able to do it. Really? Lets takea closer look about it.When the mind scans gives us the human emotions generatedfrom products and brand stimulus, it gives us reactions to elements perceivedby the consumer. As I said in the last post, it gives us what, and not thewhy markets needs in order to establish strategies based on knowledge aboutthe elements researched - emotions, drivers of engagements, choice behavior -necessary to understand how can they design these elements strategically fortheir brands and products. Ok, an image of a physically disabled kid completinga marathon generates emotions of compassion, overcome, and greatness. Foreveryone, really? The use of physically disabled kids on a commercial yes, cangenerate emotions in all of us, but depending on which are the values of thesample, this compassion feelings can generates rejection, like a bad imageabout the brand - viewed as using a kid disability for gaining money - or even thefeeling of an admired brand linking with something that puts her down amongreactionary sports lovers that believes that there are physically privilegedpeople who are better and deserves better than others, thats why theysucceed (as seen on an anthropological research I developed for a sports brandabout the relationship between people and