Note: Answer the given question in context to the given reference

What do you understand by hot cognition and cold cognition? Find anyone case study with providing your solution for that.

Reference:

Characteristics (Question 6)

Hot cognitions are primal. Whenever theres a rush of excitement, its hard to get the neocortex to do any work at all. To protect us from potential physical or social threat, the croc brain hijacks brain function. No analysis gets done. As a result, its much easier and natural to react to whats hot and vivid and moving right in front of us.

Hot cognitions are unavoidable. You might be able to control the expression of emotion, but theres no way you can get out of the path of having and experiencing it.

Hot cognitions tend to be instant and enduring. Do you like the movie you just watched? Do you like the new model of Ford Mustang? Do you like eating snails? You never sat down to analyze these things; theyre obviously hot cognitionsyou got a sense of these things the moment you encountered them.

Hot versus Cold Cognition

Maybe the best way to define hot versus cold cognition is to compare it to chocolate and spinach. You know the cold, hard facts. Spinach is good for you, it has lots of nutrients, and you should be eating more of it. But when offered a piece of chocolate instead, you go for it.

The acid test of whether your pitch goes well will be: Does the target want to buy your stuff, be a part of your team, or invest in your idea?

How much thinking about your presentation does your target need before he or she forms a preference about it? How fully and completely must an idea be presented and thought about, and how much rational analysis needs to be completed before the target decides: good or bad? I argue here that as you approach the end of your pitch, you dont need to wait for an evaluation, or the target will wander off into a cold cognition process and think about you: did we like him, did we like his deal? Instead, stack the four frames, trigger hot cognitions, and create the instant evaluation that ought to be wanting.

If hot cognitions targeted at the croc brain are so powerful, why do most people make presentations in the cold cognition style targeted to the neocortex? Heres why I think people go this way: Our faculties of reason tell us that the neocortex is way smarter than the croc brain. We think that if we create a message in our own smart neocortex, it should be sent to the targets neocortex, which will do a better job of understanding the pitch. It makes sense to think this way because the neocortex really is an insanely capable problem solver. It has awesome language and math and creative abilities. Its a Swiss Army knife of mental ability.

By contrast, if the neocortex is like a Swiss Army knife, then the croc brain is a like a rubber malletbest for simple jobs only. It works on only a few emotions, and those are very limited in scope and range. The croc brain almost seems too simple to get our smart ideas. We think, Who are we going to trust this decision to, the targets infinitely capable neocortex or the emotional and simplistic croc brain? Our intuition tells us to trust the neocortex. But thats not the right choice. Lets return to the essential idea from Chapter 1: No pitch or message is going to get to the logic center of the other persons brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult.

By this point, you know what Im going to say next: Focus your energy on getting the targets croc brain to want your product. Because, at best, no matter how much you try to sell to the neo-cortexit can only like your idea.

A hot cognition is the inner certainty of knowing something that comes through feeling it. A cold cognition is the certainty of knowing something is good or bad by having evaluated it.

As weve said before, hot cognitions are extremely fast. Hot cognitions develop through the ancient brain structuresthe brain stem and the midbrainour croc brain. Cold cognitions are analytical and develop in the neocortex. Cold cognitions are calculated and take time to suggest a solutionthis is how the neocortex goes about its businessit aggregates information over time and solves problems. Youve heard the expression, Just give me the cold, hard facts? This is what is meant by a cold cognition, the labor-intensive processing of facts through a decision matrix.

You can trigger a hot cognition instantly, but cold cognition can take hours or days. Most presentations are set up to take the target down the path of a cold cognition. They try to justify the big idea with facts and information.

Hot cognitions encode value. Its the anticipation of a large financial gain that is emotionally compelling to the target. Actually receiving it is not

nearly as exciting. As one researcher noted, The human brain acquired its reward-reinforcement system for food, drink, ornaments, and other items of cultural value long before money was discovered. The brain thinks of money as it does of food, ornaments, and drugs and records the utility that can be collected by using it only indirectly. Theres no cash register or balance sheet up there.

George Soros once wrote: The philosophers of the Enlightenment put their faith in reason; and they expected reason to provide a full and accurate picture of reality. Reason was supposed to work like a searchlight, illuminating a reality that lay there, passively awaiting discovery.

As we have been discussing, reality isnt waiting to be discoveredits waiting to be framed. By stacking four frames quickly one after the other, you can achieve the hot cognition in the targethelping the target to discover a wanting. Yet, once the frame stacking is complete, weve got the targets attention for about another 30 seconds. And it still can all go wrong. We have to find, in that brief time, a way to translate the targets desire into action. But how? What do you do now?