Between eclecticism and reductionism
Seduction by reductionism
Avoiding dangerous "explanatory traps"
Multidimensionality as a guiding principle
The multidimensional perspective enables a holistic approach
First core component: creativity
Second core component: multiperspectivity
The great relevance of the unconscious and the emotions
Emotion and cognition are no contradictions
Psychological motives as an overall explanatory and analytical model
Three motivational clusters: activation, dominance, structuring
Deep Brain Approach: paving the way for innovative and unusual strategic methods

The great relevance of the unconscious and the emotions

For the Deep Brain approach unconscious and emotional processes are exceptionally important. This is because they represent an important point of access to the values and motives of people (and therefore to the target groups of strategic concepts). Philosophers like Descartes, Hume und Kant, and then, with the rise of psychoanalysis, Freud - they all have referred to the power of the unconscious and the emotions.

Traditional psychology, however, that until recently dominated the analytical discourse, had stylised the unconscious and the emotions as marginal phenomena. It presented the individual as a cognitive being, for whom the unconscious and the emotions are of secondary importance and that is mainly ruled by rational thinking. This view also corresponded to the prevailing ideology of individualisation in our society, according to which human beings are masters of their own will and architects of their own fortune.

Current neurobiological research has been consistently confirming the great relevance of the unconscious and the emotions for human behaviour. According to this research, our memory is essentially shaped by emotion and most of the stimuli that reach our brain are processed unconsciously. Emotions play a major role in the process as conveyors of information, regulation and motivation. In this function they point from the implicit (unconscious) system toward the explicit (conscious) system.

In other words: current neurobiological research has contributed to an emphasis and a re-acknowledgment of the main tenets of psychoanalysis (such as the experiences of the unborn and the new-born, the role of the unconscious, etc.).