Companies are actively engaged in the attempt to understand consumer behavior decision making and what triggers actual purchasing behavior. The presentation below, TEDx Talks (2014) Patrick Renvoise - Is There a Buy Button Inside the Brain, addresses progressive marketing efforts through understanding the relationship between neuroscience (the brain), emotions, eye tracking, and voice analysis and other measures to gain greater insights to why and when consumers make purchase decisions. When considering the video presentation, how does the rational self, emotional self, instinctual self-impact purchasing decisions? Furthermore, how can marketing managers utilize the findings of research related to neuroscience and purchasing behaviors to develop and implement marketing initiatives?