work of the renowned marketer professor Philip Kotler.
In psychology the “black box” is used to explain the unexplained. As humans are unable to fully comprehend the human brain but what we can do is observe the actions and choices taken. We can only observe what is happening on the outside but what is happening within the brain (the actual thought process) this is beyond our control. This so called what is happening within the brain is defined as the “black box”.