how neuromarketing leads to better storytelling
TRANSCRIPT
Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge
How Neuromarketing(and an understanding of Behavioural Economics)
Leads to Better Storytelling
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“The cat sat on the mat is not the beginning of a story. The cat sat on the dog's mat is.”
~ John le Carré
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Maybe, just maybe… knowing how our brains make decisions can help us craft the best, most memorable, most kick ass (and revenue-generating) stories.
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Marketing
+Market Research
+Brain Science
=Neuromarketing
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Neuromarketing in Action
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be·hav·ior·al ec·o·nom·ics
noun
a method of economic analysis that applies psychological insights into human behavior to explain economic decision-making. (wikipedia)
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Concepts for Today
• System 1 vs System 2
• Empathy
• Emotional Contagion
• Anchoring
• Social Proof/Consensus
• Authority
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System 1 vs System 2
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System 1 vs System 2
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System 1 vs System 2
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Relevance to Storytelling?
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Empathy
Empathy is the ability to see the world as another person, to share and understand another person’s feelings, needs, concerns and/or emotional state.
(source: http://www.skillsyouneed.com/)
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Empathy
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Relevance to Storytelling?
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Emotional Contagion
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Emotional Contagion
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Relevance to Storytelling?
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Anchoring
The anchoring rule of thumb describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions. Once the anchor is set, decisions are then made by adjusting around the initial anchor, regardless of the legitimacy of the actual anchor.
(source: http://disenthrall.co/)
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Anchoring
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Anchoring
Be thoughtful about what your first ask is
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Anchoring
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Anchoring
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Relevance to Storytelling?
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Social Proof
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Social Proof
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. (wikipedia)
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Relevance to Storytelling?
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Authority
We feel a sense of duty or obligation to people in positions of authority.
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Authority
The Milgramexperiments
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Relevance to Storytelling?
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Further Reading
http://bigthink.com/
https://www.youtube.com/user/AsapSCIENCE
Daniel Kahneman
Dan Ariely
Robert Cialidini
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Questions?
Leah Eustace, ACFRE
Chief Idea Goddess
Good Works
@LeahEustace