A
decision making, time requirements, 101–102
emotional responses
versus cognitive awareness, 103–106
to events, 103
hippocampus, 103
SCR (skin conductance response), 103
animals versus humans, 4–6
attractiveness/association factors, 87–88
building rapport through similarity, 89
elections, 89–90
mathematical formula, 90
sizing up people, 88–89
Web sites
celebrity endorsement, 93
photos/narratives matching target audiences, 94–96
product placement, 91–92
B
behavior chain, 131
breathing, old brain, 3
bystander effect, 16–17
chat groups, 18
decision making, 18–19
C
chat groups, bystander effect, 18
choices
analysis
fMRI testing, 56
product attributes, 53–54
purchase decisions, 54–58
relationships, 54
bystander effect, 18–19
many versus few, 52–53
order effect, 59–60
up selling, 58–59
cognitive processes, 10
versus emotional responses, 103–106
commitments
feelings of stress and pain, 80
growing, 80
small commitments, 75–77
social validation, 84
Web sites
product reviews, 83–84
surveys, 83
written or public, 78–79, 80, 83–84
communication
Internet
mass interpersonal communication, 128–130
MIP (Mass Interpersonal Persuasion), 131
persuasive communication, 132
social networking, 124–128
printing to Facebook, 122–123
shortsightedness, 122
concessions, 32–34
building commitments, 33
rejection then retreat tactic, 33
confabulation, 11
conscious behavior/processing
analyzing choices, 54–55
control of, experiment, 8–9
speed and smartness, 10–11
versus unconscious behavior, 7
Web site product information, 22, 23
cortex. See new brain
D
danger
and sizing up people, 88–89
DARPA (Defense Advanced Research Projects Agency), 123–124
decision making process
analysis
fMRI testing, 56
product attributes, 53–54
purchase decisions, 54–58
relationships, 54
bystander effect, 18–19
choices
many versus few, 52–53
order effect, 59–60
up selling, 58–59
Fear of Losing principle, 107
privacy, 108
security, 109
word selection, 108
instant gratification, 57–58
time requirements, 101–102
Defense Advanced Research Projects Agency (DARPA), 123–124
Descartes’ Error, 6
digestion, old brain, 3
E
emotional responses
associating with events, 12, 102–103
versus cognitive awareness in
amygdala, 103–106
Fear of Losing principle, 107
privacy, 108
security, 109
word selection, 108
loss versus win situations, 99–101
working with old and new brains, 101–102
reading/listening to stories, 114
SCR (skin conductance response), 103
environment assessment, old brain, 3, 69–70, 116
event boundaries, storytelling, 113
event structure perception, storytelling, 113–114
F
Facebook.com, 127
invitations, 129–131
persuasive communication, 132
technological advancements since
printing press, 122–123
Fear of Losing principle, 107
privacy, 108
security, 109
word selection, 108
fMRI (functional Magnetic Resonance Imaging)
decision making analysis, 56
storytelling
event structure perception, 113
listening to/reading stories, 114
Fogg, B.J., 131
food
and sizing up people, 88–89
functional Magnetic Resonance Imaging (fMRI)
decision making analysis, 56
storytelling
event structure perception, 113
listening to/reading stories, 114
G–K
Gershon, Nahum, 112
hippocampus, 103
humans, versus animals, 4–6
impulse buying, mid brain, 3
Internet
future, 132
origin, 123–124
today
mass interpersonal communication, 128–130
MIP (Mass Interpersonal Persuasion), 131
persuasive communication, 132
social networking, 124–128
invitations, 128–130
L
language processing
new brain, 3
reading/listening to stories, 114
Leakey, Richard, 30
Licklider, J.C.R., 123–124
losing
decision making process, 100–101, 105–107
Fear of Losing principle, 107
privacy, 108
security, 109
word selection, 108
M
Mass Interpersonal Persuasion (MIP), 131
mid brain, 3
purchases, 56–58
wins or losses, 100–101, 105–106
emotional responses, 7, 12, 101–102
reading/listening to stories, 114
hippocampus, 103
interaction with pre-frontal cortex, 4–6
unconscious processing, 7
MIP (Mass Interpersonal Persuasion), 131
N
new brain, 3. See also pre-frontal cortex
analysis with fMRI, 56
conscious versus unconscious
processing, 7
Web site product information, 22
decision making
time requirements, 101–102
wins and losses, 106
emotional responses, 101–102
feelings, 12
humans versus animals, 4–6
reading/listening to stories, 114
O
old brain, 3
conscious versus unconscious
processing, 7
sizing up people, 88–89
Web site product information, 22
decision making
purchases, 58–59
time requirements, 101–102
wins or losses, 100–101, 105–106
environment assessment, 3, 69–70, 116
interaction with pre-frontal cortex, 4–6
self-focus, 64–65
word “you,” 70
online ratings, 19–21
order effect, 59–60
P–Q
personas. See also self-personas
multiple personas versus multiple personalities, 74–75
storytelling, 24
persuasion communication, 131–132
pictorial superiority effect (PSE), 115, 116
planning, new brain, 3
pre-frontal cortex. See also new brain
interaction with other parts of brain, 4–6
thought processes, reasoning and logical thinking, 4
product placement, 91–92
PSE (pictorial superiority effect), 115, 116
purchasing products
instant gratification, 57–58
order effect, 59–60
ratings and reviews, 20–23, 83–84
of companies, 24–25
influence ranking, 25–26
surveys, 83
reciprocity
free information, 36–41
free offers, 34–35
availability factor, 43–44
banning products, 49
cost factors, 48
examples, 44–45
time limits, 46–47
up selling, 58–59
R
reading, new brain, 3
reciprocity, 30–31
experiments, 31–32
free offers
donations, 39–40
gifts or shipping, 34–35
reciprocal actions, 38–39
versus rewards, 37
rejection then retreat tactic, 33
rewards, versus reciprocity, 37
S
scarcity
exclusive updates, 47
free versus paid subscriptions, 47–48
information, 44
products, 43
banning, 49
cost factors, 48
examples, 44–45
time limitations, 46–47
scenarios in storytelling, 24
SCR (skin conductance response), 103
fear of losing, 105–106
self-focus
old brain, 64–65
environment changes, 69–70
word “you,” 70
sex, 68
commitments
feeling of stress and pain, 80
growing, 80
small commitments, 75–77
social validation, 84
Web site product reviews, 83–84
Web site surveys, 83
written or public, 78–79, 80, 83–84
multiple personas versus multiple personalities, 74–75
PC versus Mac personas, 79
Web sites, 60
activating actions, 81–82
surveys, 83
sex
and product placement, 92
and self-focus, 68
and sizing up people, 88–89
skin conductance response (SCR), 103
fear of losing, 105–106
social networking Web sites
behavior chain, 131
Facebook.com, 122, 127, 129, 130, 131, 132
invitations, 128–130
MIP (Mass Interpersonal Persuasion), 131
persuasion techniques, 131–132
YouTube.com, 129
social valildation, 15
commitments, 84
online ratings and reviews, 19–21, 23
watching videos, 26–27
speech, new brain, 3
about ourselves (See self-personas)
event boundaries, 113
event structure perception, 113–114
fMRI (functional Magnetic Resonance Imaging), 114
pictures
adding, 116–117
processing, 115–116
PSE (pictorial superiority effect), 115
storytellers, 112–113
subscriptions, free versus paid, 47–48
survival, old brain, 3
T
target audiences, Web sites
narratives, 96
photo matching, 94–96
target behaviors, Web sites, 12–13
technology
Internet origin, 123–124
Internet today
mass interpersonal communication, 128–130
MIP (Mass Interpersonal Persuasion), 131
persuasive communication, 132
social networking, 124–128
printing to Facebook, 122–123
telephones, 122–123
thought processes, new brain, 3
U–V
unconscious behavior/processing
analyzing choices, 54–55
versus conscious behavior, 7
Web site product information, 22, 23
control of, 8–9
definition, 9–10
fear of losing, 104–105
in mid and old brain, 7
speed and smartness, 10–11
United States Department of Defense, DARPA (Defense Advanced Research Projects Agency), 123–124
up selling, 58–59
W–Z
Web sites
attractiveness/association factors
celebrity endorsement, 93
photos/narratives matching target audiences, 94–96
product placement, 91–92
bystander effect
chat groups, 18
decision making, 18–19
decision making
instant gratification, 57–58
order effect, 59–60
up selling, 58–59
Fear of Losing principle, 107
privacy, 108
security, 109
word selection, 108
product ratings and reviews, 20–23, 83–84
companies, 24–25
influence rankings, 25–26
surveys, 83
reciprocity
free donations, 39–40
free gifts or shipping, 34–35
free offers, 34–36
reciprocal actions, 38–39
versus rewards, 37
scarcity
banning products, 49
cost factors, 48
exclusive updates, 47
free versus paid subscriptions, 47–48
products, 45
time, 46–47
self-focus
environment changes, 69–70
old brain, 64–65
sex, 68
word “you,“ 70
self-personas, 60
activating actions, 81–82
surveys, 83
social networking
behavior chain, 131
Facebook.com, 122, 127, 129, 130, 131, 132
invitations, 128–130
MIP (Mass Interpersonal Persuasion), 131
persuasion techniques, 131–132
YouTube.com, 129
social validation
commitments, 84
purchasing products, 19–21, 23
watching videos, 26–27
target audiences
narratives, 96
photos matching, 94–96
target behaviors, 12–13
unconscious processing, 2
versus conscious processing, 22, 23
“you,” 70
YouTube.com, 129