DIDACTIC UNIT 1. MOTIVATION AND EMOTION 1. Motivation. Definition and basic aspects 1.1. Hidden motivations 1.2. Consumer motivation 2. Emotion. Definition and basic aspects 2.1. Storing emotions 3. Emotion and consumption 4. Mirror neurons 4.1. Mirror neurons and neuromarketing 5. Reptilian Brain, Limbic System and Neocortex DIDACTIC UNIT 2. THE MIND 1. The human being 1.1. Body 1.2. Mind 1.3. Spirit 2. Balance between body and mind 3. Influence of thought and emotions on the mind 3.1. Classification of emotions 4. Management of emotions and influence on thinking DIDACTIC UNIT 3. WILL AND CONSCIENCE 1. Types of consciousness 2. Multidimensional consciousness 3. Conditioned consciousness 4. Body awareness 5. The Role of Will in Starting the Process 5.1. Will and consciousness in hypnosis DIDACTIC UNIT 4. SELF-DISCIPLINE 1. What is self-discipline and how important is it for personal success? 2. The construction of discipline 3. Self-discipline drivers 4. Advantages of self-discipline