Neuromarketing and Consumer Psychology
(field of studies: Marketing and Sales)

Psychology has a long past, but only a short history.

[Modern psychology] appears as the sickly offspring of average common sense when it is taken as what it professes to be—a science of the inner life. The entire achievements of the so-called science in this respect is outweighed by a single page of Goethe’s or of Jean Paul’s psychology; and it is impossible to evade the bitter truth which Novalis already has summed up, when he says that so-called psychology is one of those idols which have usurped the place in the sanctuary where true images of the gods should stand.

Psychology consists of describing states of the soul by displaying them all on the same plane, without any discrimination of value, as though good and evil were external to them, as though the effort toward the good could be absent at any moment from the thought of any man.