The well-known Munich neuromarketing expert Hans-Georg Häusel explained in his introductory statement “How does the new come into the world” that it is primarily the emotional systems that drive us. It is the ongoing tension in the brain that people try to balance and thereby intuitively cause change. Two central tasks drive humans evolutionarily. survival and reproduction. In order to cope with these two tasks, we have so-called emotion systems in the brain – actually motivational systems that constantly provide impulses. Since these systems have different orientations, there is constant contradiction in the brain. Go to pressetext.