how neuromarketing leads to better storytelling

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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

leah@goodworksco.ca

@LeahEustace