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Dr. Paul Zak - Neuroeconomics and Creating Impactful and Engaging Content - Publication Date |
- May 01, 2019
- Episode Duration |
- 00:48:00
Connecting and strategizing content with the way our brains react and engage...
Dr. Paul Zak, scientist, entrepreneur and author of several books including "Trust Factor: The Science of Creating High Performance Companies.",, joins host Ritesh Gupta (Head of Content for Vayner Productions) in the MouthMedia Network studios.
- Neuroconomics—why people make decisions
- Why decisions are variable, people make mistakes and respond to content
- A look at the change in brain chemistry when responding to content
- Grabbing the brain in the right way, motivating charitable inclinations/giving
- Oxytocin - associated with things mammals do—reduces fear of being around other people, helps people get along, and can turn on positive social behaviors like trust charity
- Looking at content second by second, when onee checks out, when not paying attention
- The “give a sh*&” measure
- Conflict so we care about how things resolve
- Advertising - short may be better
- The miss of sloppy storytelling
- A testing process including wearable sensor, cloud-based, in a bar the way people might watch ads
- Why liking a commercial isn’t important, it is the actions that matter
- Generate conflict, the end of conflict and a high immersive point
- Why it matters to not resolve conflict, and end on tension point
- Immersion neuroscience vs. focus groups
- Why our brains cant process and communicate complex emotional experiences
- Grabbing the brain in a way that engages
- Strategizing movie trailers
- Thinking about bladder capacity
- Building a predictive model
- Immersion index
- Testing ads for an agency
- Why the small screen is more immersive than the large screen
- Why watching repeats of TV shows and movies is entertaining
- Why valleys/breathers are necessary, in a tight and thoughtful way
- The biggest mistakes brands make in making content
- Narrative transportation
Thank you to Robert Murtfeld for the introduction to Dr. Zak.
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