- Page references followed by fig indicate an illustrated figure; followed by t indicate a table.
-
- Action units (AUs), 102
- Adrenal medulla, 100
- Ads
- billboard, 77,
- case study on mobile platform, 12–13
- case study on public service announcements (PSAs), 10
- drink‐and‐drive, 183fig
- infomercials, 70–71
- Monarch Medical Technologies, 156fig–157fig
- neurobenchmarking multiple ads case study on, 11
- Quinn law firm, 154fig
- SalesBrain's neuro study on effectiveness of, 67fig–68
- Sanders, 158fig
- 3M, 151fig, 256fig
- Weight Watchers, 211fig
- Advertising
- brain‐based persuasion model for better returns on, 13–17
- measuring emotional responses to stimuli of, 30–32
- Aim for less
- choice architecture for making it short, 278–279, 280
- introduction to, 166fig, 276–278
- the primal brain's narrative structure and benefits of, 279–280t
- what to remember about, 280–281
- Altruism vs. selfishness, 62, 63
- Amygdala, 32, 100, 258
- Analytical proof (data), 152–155t
- Anchoring bias, 53
- Anterior insula, 100
- Anticipation, 100–101
- Anxiety
- differentiating between fear and, 116
- iceberg of decision drivers such as, 116–118
- Ariely, Daniel, 52–53, 54, 278–279
- Aspirational proof (vision), 155–160
- Attention
- central nervous system role in paying, 20
- grabbers to capture audience, 166fig–194
- how stories grab the subconscious, 6
- messages that grab the subconscious, 6–7
- “paying attention” idiom on, 24
- peripheral nervous system role in paying, 20–23
- reflective or bottom‐up, 24
- understanding the brain and, 23–27fig
- Attention‐grabbing neurons, 26
- Auditory processing of sound, 236
- Auditory teaching modalities, 265, 266
-
- B2B
- comparing brands of B2C and, 137
- financial cost in, 160–161t
- financial value in, 145
- gain evaluation in, 144
- personal value in, 147
- strategic cost in, 161
- B2C
- comparing brands of B2B and, 137
- using the data to build proof, 154
- Bargh, John, 233, 271–272
- Basal ganglia, 62
- Before and after hair visuals, 210fig
- Behaviors
- how our expectations influence our, 54
- impact of emotions on homeostasis and, 28–29
- instincts and, 63
- linking emotions and, 9–10, 97–101, 275
- See also Buying behaviors
- Biases. See Cognitive biases
- Bias of anchoring, 53
- Bias of expectations, 54
- Bias of multiplying options, 54
- Bias of relativity, 53
- Bias of social norms, 53–54
- Bias of zero cost, 53
- Big pictures
- applying contrast to, 262–264fig
- before and after hair visuals, 210fig
- example of communication options using, 208fig
- geometric shapes exercise, 209fig–210
- the science of pictures, 208–211fig
- Biometric data, 21
- Blink: The Power of Thinking Without Thinking (Gladwell), 52
- Body language
- body posture and movements, 253–254
- eye communication, 250–253
- facial expressions, 102, 103fig, 245–247
- using the right, 245
- your handshake, 247–249
- See also Language
- Body movement, 254
- Body posture, 253–254
- Bottom‐up attention, 24
- Bottom‐up effect of persuasion, 47–48fig
- Brain
- amygdala of the, 32, 100, 258
- body's energy taken up by the, 74
- 11 million bits of data sent per second to the, 167
- emotional responses and neurons of the, 7–8
- fear of regret and activity in the, 100
- hippocampus of the, 32, 139
- how attention is measured in the, 24–26
- Huth's semantic atlas of the, 190
- key areas of the, 27fig
- medial prefrontal cortex (MPFC) of the, 100, 142
- memory role of hippocampus and amygdala of the, 32
- NeuroMap to assess how persuasion affects the, 11
- neurons of the, 7–8, 24–26, 61, 96, 102
- nucleus accumbens (NAcc) structure of the, 122, 142
- processing fluency of handing information by the, 134–140
- science of gain computation in the, 142–143
- thalamus of the, 26–27fig
- understanding attention and the, 23–27fig
- understanding emotions and the, 27–32
- which messages work better on the, 10–13
- See also Primal brain; Rational brain (neocortex)
- Brain energy
- percentage of body's energy taken up by, 74
- vigilance as critical to flow of, 116
- Brands
- the connection between claim and, 136–138
- differentiating between B2C and B2B, 137
- emotional encoding and purchase of specific, 32
- examples of well‐known claims, 133–134
- Buying behaviors
-
- Carnegie Mellon University, 142
- Cartesian dualism, 95, 96
- Case studies
- #1: which animal images grab the most attention, 6–7
- #2: understanding how consumers feel about banks in Morocco, 8–9
- #3: effectiveness of public service announcements (PSAs), 10
- #4: neurobenchmarking multiple ads, 11
- #5: the impact of messages viewed on mobile, 12–13
- Center for Culture Studies and Analysis, 245
- Center for Nonverbal Studies, 245
- Central nervous system
- description of the, 20
- illustrated diagram of the, 21fig
- Charisma, 232–233, 261, 262, 282
- Choice architecture, 278–279, 280
- Cialdini, Robert, 140, 147–148, 149, 219, 262
- Claim examples
- ClearLight Partners, 198fig–199
- Digitech Systems, 200fig
- EEMAX, 199fig
- HSI subclaims, 206fig
- IBA Dosimetry, 203fig–204fig
- Mann's Packing, 196–197fig
- Mountz, 204–205
- Shepherd Chemical and Shepherd Color, 201fig–202fig
- ShotSpotter, 195fig–196
- Talking Rain, 205fig–206
- Vistage use of props to support, 173–175
- Claims
- the connection between brand and, 136–138
- differentiate your, 132–133
- examples of well‐known, 133–134
- how to select your, 134–135
- as persuasion element, 166fig, 194–195
- repeat during your closing, 224
- what NeuroIcons contribute to, 195
- what to remember about, 140, 206–207
- See also Contrastable stimuli; Solutions; Value proposition
- Claims book (Why Buy from Us?) [hypothetical book], 132fig–133
- Closing
- ask “What do you think?” and wait, 224
- ask “Where do we go from here?” and wait, 228
- the law of consistency used during, 224–227
- public commitments during, 226–227
- repeat your claims, 224
- what to remember about, 228–229
- Cognitive Bias Codex, 51, 54–57, 59
- Cognitive biases
- “beauty,” 254–255
- Benson's Cognitive Bias Codex of, 51, 54–57, 59
- definition of, 50
- distance effect, 143
- magnitude effect, 143
- NeuroMap's explanation for, 50–51, 55–57
- social desirability, 8
- System 1 and System 2 theory on making choices role of, 44–45fig
- thin‐slicing, 52–53
- See also Cognitive biases
- Cognitive energy, as priceless, 5
- Cognitive fluency, 75–76
- Cognitive overload, 262
- Colors visual stimuli, 88–90
- Communication
- big pictures, 166fig, 207–214fig
- body language, 245–255
- eye, 250–253
- face‐to‐face, 236–237, 280t
- six stimuli as system of, 59–60fig, 73–78, 84–94fig, 111–112
- three elements of face‐to‐face, 236–237
- voice, 240–244
- See also Language
- Comparative advertising
- description of, 70
- use of contrastable offers in, 70–71
- Consciousness and the Brain (Dehaene), 20
- Contrastable stimuli
- applying to persuasive messages, 71–72, 262–264fig
- compare your solution to a competitor, 72, 131
- introduction to, 60fig, 68–70
- neuroinsights into, 73
- the neuroscience of, 72–73
- as persuasion stimulus, 54
- summary role of the, 106fig
- use in comparative advertising, 70–71
- what to remember about, 73
- See also Claims
- Contrast examples
- Cornell University's self‐refilling bowl test, 208–209
- Cost
- Creativity
- examples of, 256fig
- impact on potency of a message, 255, 256
- variety as a short cut to, 256–257
- Credible storytelling, 232–233
- Customers
- conducting pain dialogues with, 124–126
- social proof from testimonials of, 13–17, 147–149, 215–217
- Customer satisfaction
- how data on pains helps improve, 119
- testimonials of, 13–17, 147–149, 215–217
- Customer testimonials
- Neuro Testimonial videos, 215–217
- on ROI of SalesBrain's neuromarketing, 13–17
- as social proof of gain, 147–149
-
- Damasio, Antonio, 28, 95–97, 183, 234–235
- Darwin, Charles, 27, 29–30
- Data collection
- 11 million bits sent to brain per second, 167
- how customer satisfaction is improved by pains, 119
- SalesBrain's unique approach to, 118
- Data/information
- aim for less, 166fig, 276–281
- as analytical proof of value, 152–155t
- biometric, 21
- memory and evaluating gain, 143–144
- neuromarketing's ability to provide unique, 3, 5–6
- persuasion effect impacted by the, 153
- processing fluency of brain's ability to handle, 139–140
- relationship between persuasion and objective, 139
- what to remember about, 140
- Dawkins, Richard, 61, 65
- Death instinct, 63
- Deception
- primal brain's task of detecting, 261
- your integrity instead of using, 261–262
- Decision drivers
- anxiety, 116–118
- fears, 31, 100, 116–118
- iceberg of, 116–118
- an integrated view of, 123–126
- likes/liking, 116–118, 122–123
- needs, 116–121fig
- pains, 115–129t
- wants, 116–118, 122
- Decision making
- central nervous system role in, 20
- Cognitive Bias Codex on cognitive biases impacting, 51, 54–57
- driven by selfishness, 61, 65
- emotional utility impact on, 30–32
- emotional valence impact on, 30–31
- error management theory (EMT) to manage mistakes in, 51–52
- peripheral nervous system role in our, 20–23
- primacy effect role in, 79
- System 1 and System 2 theory on biases and, 44–45fig
- top cognitive biases that impact our, 52–54
- the utility of decision, 142
- which emotions trigger most of our, 9–10, 97–101, 275
- See also Buying behaviors
- Deficiency motives, 120
- Demonstrations (observable proof), 149–152t
- Descartes' Error (Damasio), 96
- Distance effect, 143
- Dorsal anterior cingulate cortex, 100
- Dress style, 254–255
- “Easy button” (Staples), 171fig–172
- Echoic (auditory) memory, 80–81
- The Economist subscription rates, 278–273, 280
- EEGs (electroencephalograms)
- activity of primal brain monitored using, 34
- attention‐getters study using, 173
- face familiarity study using, 87
- measuring how much messages create cognitive effort, 75
- measuring cognitive fluency, 76
- SaleBrain's neuroscience study using, 67
- Ego, 63–64fig
- Ekman, Paul, 27, 102, 245–246
- Elaboration Likelihood Model, 42–43
- Emoticons, 123
- Emotional responses
- as adaptive mechanisms, 29–30
- emotional encoding, 30, 32
- emotional utility, 30–32
- emotional valence, 30–31
- feelings as subjective interpretations of, 29
- impact on our homeostasis and behavior, 28–29
- measuring from advertising stimuli, 30–32
- Emotional stimuli
- applying to persuasive messages, 102–103
- introduction to, 60fig, 9597
- memory and, 101–102
- neuroinsights on, 105
- neuroscience of, 103–105
- summary role of the, 106fig
- universal facial expressions, 103fig
- what to remember about, 105
- which emotions influence most of our decisions, 97–101
- Emotions
- central nervous system role in our, 20
- facial expression of micro‐emotions, 245–247
- fear of loss and regret, 31, 100
- how they impact our everyday lives, 27
- linking decision making behavior and, 9–10, 97–101, 275
- masking and distorting the reporting of, 7–8
- peripheral nervous system role in, 20–23
- Plutchik's theory and wheel of emotions, 97–98, 99fig
- triggering, 166fig, 274–276fig
- understanding the brain and, 27–32
- See also Feelings
- Empathy
- mirroring behavior triggering authentic, 234–235
- strategies to stimulate deep, 239
- Error management theory (EMT), 51–52
- Esteem needs, 120fig, 121fig
- Ethic of engagement, 63
- Ethic of imagination, 63
- Ethic of security, 63
- Ethics (Triune Ethics Model), 62–63
- Expectations bias, 54
- Eye communication, 250–253
- Eye tracking
- primal brain activity measured by, 34
- SaleBrain's neuroscience study using, 67
-
- Face familiarity study, 87
- Face‐to‐face communication, 236–237, 280t
- Facial Action Coding System (FACS), 102
- Facial coding, 246fig
- Facial expressions
- action units (AUs) catalogue of, 102
- storytelling and, 245–247
- universal, 103fig
- Fear
- being without, 258–261
- differentiating between anxiety and, 116
- iceberg of decision drivers such as, 116–118
- nature of, 118
- Fearlessness, 258–261
- Fear of loss, 31
- Fear of regret, 31, 100
- Feelings
- neuromarketing to identify gap between stated and actual, 8–9
- as subjective interpretations of effect emotions, 29
- See also Emotions
- Fielding Graduate University, 3
- Fight‐or‐flight syndrome, 259
- Financial cost, 160–161t
- Financial pain, 124, 125t
- Financial value, 145t, 152
- First impressions study (2012), 75
- fMRI (functional magnetic resonance imaging)
- gambling study using, 100
- to measure gain computation in the brain, 142
- neuromarketing agency claims on neocortex activity on, 20
- people talking about themselves study using, 229–230
- primal brain activity measured by, 34
- showing emotions in the brain, 27
- Freud, Sigmund, 63–65, 68
- Freud's psychoanalytical model, 63–65
-
- Gain
- analytical proof (data) of, 152–155t
- aspirational proof (vision) of, 155–160
- the equation for, 161–162
- memory and evaluation of, 143–144
- observable proof (demo), 149–152t
- science of computation in the brain, 142–143
- social proof (customer testimonials) of, 13–17, 147–149, 215–217
- value matrix to calculate the, 145t–161t
- what to remember on, 162–163
- your value proposition for, 144
- See also Cost; Value proposition
- Gain equation, 161–162
- Gain maximization bet, 49fig
- Gates, Bill, 172, 181, 182fig, 274
- Gladwell, Malcolm, 52
- Grabbers
- diverting attention of your prospects using, 167–170
- minidramas type of, 176–183fig
- as one of the six persuasion elements, 166fig
- primal brain narrative structure with timing, 280t
- props type of, 170–176fig
- stories, 166fig, 183–189
- what to remember about, 193–194
- word plays, 189–192
- See also Attention
-
- Hair (before and after) visuals, 210fig
- Handshakes, 247–249
- Harvard School of Development, 172
- Harvard Social Cognitive and Affective Neuroscience lab, 229–230
- Hippocampus, 32, 139
- Homeostasis, 28–29, 63
- Hong Kong mobile phone/driving campaign, 275–276
- HRV (heart rate variability), 20
- Hypothalamus‐pituitary‐adrenal (HPA) axis, 100
-
- Iceberg of decision drivers, 116–118
- Iconic (visual) memory, 80–81
- Id, 63–64fig
- Influence
- of our expectations on our behavior, 54
- six laws of, 147–148
- which emotions have the most, 97–101
- Influence: The Psychology of Persuasion (Cialdini), 147–148
- Infomercials
- effectiveness of, 70
- Southern Illinois University study on, 70–71
- Instincts, 63
- Integrity, 261–262
- Interferences of voice, 244
- Introduction to Consumer Neuroscience (Ramsoy), 122
-
- Kahneman, D., 44–45, 47, 50, 66
- Kahneman's two‐brain model, 44–45fig
- Kinesthetic‐tactile modalities, 266
- Knutson, Brian, 31, 122, 142
-
- Language
- evolution and development of, 235–236
- semantic decoding of words, 236
- six stimuli as system of, 59–60fig, 73–78, 84–94fig, 111–112
- word plays, 189–192
- your expression of, 235–236
- “you” words, 166fig, 229–231
- See also Body language; Communication; Messages
- Law of consistency, 224–227
- Ledoux, Joseph, 85, 118
- Likert Scale
- advertising research using, 11
- limitations of research using the, 10–11
- Likes/liking
- iceberg of decision drivers such as, 116–118
- nature of, 122–123
- Limbic system
- amygdala of the, 85, 100
- description of the, 19, 26
- McLean's model of the, 62
- neurons extending from, 96
- temporal lobes location of the, 36
- See also Primal brain
- Limited Capacity Model, 44
- Locus coeruleus, 100
- Loss‐avoidance bet, 50fig
- Loss‐avoiding behaviors, 31
- Loss‐framed messages, 43–44
- Love
-
- Magnitude effect, 143
- Making it short. See Aim for less
- Maslow hierarchy of needs, 120fig–121fig
- McLean's triune theory, 62
- Medial prefrontal cortex (MPFC), 100, 142
- Mehrabian, Albert, 189, 220, 236–237fig
- Memorable stimuli
- applying to persuasive messages, 82–83fig
- introduction to, 60fig, 78
- neuroinsights on, 83
- the neuroscience of message recall, 80–81
- summary role of the, 106fig
- the U‐shape curve of, 78–80fig
- what to remember about, 83
- Memory
- emotions and, 101–102
- London cab drivers study on, 32
- the neuroscience of message recall, 80–81
- rational brain allowing us to organize and retrieve, 47
- role of hippocampus and amygdala in, 32
- sensory, 80–81
- short‐term, 81–82
- working, 82
- Message framing approach, 43–44
- Message memory recall
- beginning and end, 83fig
- gain evaluation and process of, 143–144
- multiple claims to increase retrieval fluency, 138–139
- the neuroscience of, 80–81
- primacy effect role in, 79
- study on the “aha” experience of, 191
- verbatim effect of, 129
- visual retention and, 94fig
- Messages
- Metaphors, 220
- Micro‐emotions, 245–247
- Minidramas
- blue screen of death, 181, 182fig
- introduction to, 176–177
- Steve Jobs's iPhone demonstration and, 179–181
- Stratex's use of, 177–179
- what to remember about, 181–183fig
- Mirroring
- mirror neurons, 102, 247
- to trigger authentic empathy, 234–235
- your listener's voice, 242, 244
- Mirroring People: The New science of How We Connect (Iacoboni), 234
- Mirror neurons, 102, 247
- MIT's Department of Brain and Cognitive Sciences, 251–252
- Momoamines, 61
- Motivation
- deficiency, 120
- growth, 120
- Maslow hierarchy of needs as theory of, 120fig–121fig
- Multiplying options bias, 54
- Multisensory selling, 269
-
- Needs
- iceberg of decision drivers such as, 116–118
- Maslow hierarchy of, 120fig–121fig
- nature of, 119–121
- Neocortex. See Rational brain (neocortex)
- Neomammalian complex, 62
- Nervous system
- central nervous system, 20, 21fig
- illustrated diagram of, 21fig
- parasympathetic, 21, 23fig
- peripheral nervous system, 20–23
- sympathetic, 21, 22fig
- Neurobenchmarking multiple ads case study, 11
- NeuroIcons, 195
- Neurolinguistic programming (NLP), 266
- NeuroMap
- assessing how persuasion affects the brain using the, 11
- based on dominance of the primal brain, 47–48fig
- on bottom‐up effect of persuasion, 47–48fig
- as a brain‐based persuasion model, 13
- Cognitive Bias Codex categories as explained by, 55–57
- cognitive biases as explained by, 50–51
- integrating the six stimuli, 105–110t
- overview of the, 45–47
- reviewing what you learned about, 285–288
- unique research questions answered by, 3, 5–6
- varying teaching modalities using, 268–269
- See also Persuasion theories; Primal brain; SalesBrain
- NeuroMap process
- NeuroMap Score, 35
- Neuromarketing
- advantages over traditional marketing research, 4
- how it can help prove value of solution, 12–13
- identifying gap between stated and actual feelings, 8–9
- SalesBrain customer testimonials on ROI of, 13–17
- unique research data provided by, 3, 5–6
- Neuromarketing messages
- attention getting using approach of, 6
- comparing the traditional rational and, 48fig
- helps prove value of solution, 12–13
- See also Messages
- Neuromarketing research matrix, 32–36fig
- Neurons
- anatomy of, 25fig
- attention‐grabbing, 26
- description of, 7–8, 24
- extending from limbic system, 96
- information transmission by synaptic connections of, 24–26
- mirror, 102, 247
- momoamines as chemical messages in network of, 61
- NeuroQuadrant analysis, 108, 109fig–110t
- Neuroscience
- conclusions from of the six stimuli, 108–110t
- of contrastable stimuli, 72–73
- of emotional stimuli, 103–105
- of message recall, 80–82
- of personal stimulus, 66–68
- of persuasion, 19–37
- SaleBrain's study on, 67fig–68
- of tangible stimuli, 77
- of visual stimuli, 93–94
- Neuroscoring, 11
- Neuro Testimonial videos, 215–217
- Nucleus accumbens (NAcc), 122, 142
-
- Objection reframe
- agree or disagree with the, 219–220
- the dos of, 222–223
- examples of common objections that you can, 220–222
- step into the objection with, 220
- Objections
- arising from misunderstanding, 218
- arising from perceptions, 218
- example of common ones that can be reframed, 220–222
- reframing, 166fig, 218–223
- story, analogy, or metaphor to highlight postive side of, 220
- Observable proof (demo), 149–152t
- Orbitofrontal Frontal Cortex (OFC) study, 97
- Outcome primacy phenomenon, 79
- Oxytocin levels, 103
-
- Pain case studies
- Pain dialogues, 124–126
- Pains
- conducting pain dialogues to identify, 124–126
- iceberg of decision drivers which includes, 116–118
- identifying the three main sources of, 124
- improving customer satisfaction by collecting data on, 119
- the nature of, 118–119
- pain cluster studies to diagnose, 129
- why it drives buying behavior, 115–123
- Paleomammalian complex, 62
- Passion, 257–258
- Pauses (speech), 243
- “Paying attention” idiom, 24
- Perception
- Brochet experiment on, 272–273
- how senses can distort, 269–274
- illustration of different, 270fig
- Peripheral nervous system
- description of the, 20–23
- illustrated diagram of the, 21fig
- Personal cost, 161t
- Personal pain, 124, 125t
- Personal stimulus
- applying to persuasive messages, 65–66fig
- Freud's psychoanalytical model, 63–65
- introduction to, 60fig, 61–62
- neuroinsights on, 68
- the neuroscience of, 66–68
- summary role of the, 106fig
- Triune Ethics Model, 62–63
- what to remember about, 68
- Personal value, 145t, 146–147, 152
- Persuasion
- bottom‐up effect of, 47–48fig
- how data impacts the effect on, 153
- NeuroMap to assess how the brain is affected by, 11
- NeuroMap used to increase successful, 41
- relationship between objective information and, 139
- reviewing what you learned about the primal brain and, 283–288
- understanding the neuroscience of, 19–37
- Persuasion catalysts
- aim for less, 166fig, 276–281
- charisma, 232–233, 261, 262, 282
- illustration of the, 166fig
- introduction to the seven, 166fig
- show contrast, 166fig, 262–264fig
- trigger emotions, 166fig, 274–276fig
- use “you,” 166fig, 229–262
- vary teaching modalities, 166fig, 265–274
- Tell Stories page, 183
- what to remember about, 282
- Persuasion elements
- big pictures, 166fig, 207–214fig, 262–264fig
- claims, 133, 166fig, 194–207, 224, 231, 280t
- closing, 166fig, 223–229, 280t
- grabbers, 166fig–166, 280t
- illustration of the, 166fig
- introduction to the six, 165–166
- objection reframe, 166fig, 218–223
- proof of gains, 141–162, 166fig, 214–217, 280t
- what to remember about, 281–282
- See also NeuroMap process
- Persuasion map, 107fig
- Persuasion theories
- Elaboration Likelihood Model, 42–43
- Kahneman's two‐brain model (or System 1 and System 2 theory), 44–45fig
- Limited Capacity Model, 44
- message framing approach, 43–44
- psychological reactance theory, 43
- See also NeuroMap
- Persuasive messages
- contrastable stimuli applied to, 71–72
- creativity impact on your, 255–257
- emotional stimuli applied to, 102–103
- memorable stimuli applied to, 82–83fig
- personal stimuli applied to, 65–66fig
- tangible stimuli applied to, 76
- visual stimuli applied to, 90–93fig
- See also Messages
- Physiological needs, 120fig, 121fig
- Plutchik, Robert, 97–98
- Plutchik's theory of emotions, 97–98, 99fig
- PowerPoint presentations
- don't repeat the words on your slide, 240
- grabbers to use in, 168, 169, 190, 194
- putting in some variety in your, 266
- Predictably Irrational (Ariely), 52–53, 278–279
- Primacy effect, 79
- Primal brain
- cognitive biases of the, 8, 44–45fig, 50–53, 55–57
- critical substructures of the rational and, 35, 36fig
- description of the, 19, 61
- fMRI to measure activity in the, 34
- labeled System 1 by SalesBrain, 45–47
- loss‐avoiding behaviors from emotions of the, 31
- narrative structure of, 279–280t
- neuromarketing research matrix on rational vs., 32–36fig
- pursuit of needs by the, 121
- reviewing what you learned about persuasion and the, 283–288
- superior colliculus of the, 26, 27fig, 28fig
- unconscious detection of deception task of, 261
- See also Brain; Limbic system; NeuroMap
- Primal brain dominance
- gain maximization bet example of, 49fig
- loss‐avoidance bet example of, 50fig
- NeuroMap based on the, 47–48fig
- proving the, 49fig–57
- Print ad studies
- don't‐drink‐and‐drive, 104–105
- fishing, 67fig–68
- weight‐loss‐supplement, 72–73
- See also Ads; Billboard ads
- Processing fluency, 139–140
- Proofs of gain
- analytical proof (data), 152–155t
- aspirational proof (vision), 155–160
- the dos about your, 215–217
- observable proof (demo), 149–152t
- providing, 141–162, 166fig, 214–217
- social proof (customer testimonials), 13–17, 147–149, 215–217
- what you need to remember about, 214–215
- Props
- the science of, 172–173
- what to remember about the use of, 176
- Psychological reactance theory, 43
- Public commitments, 226–227
- Public service announcements (PSAs)
- case study on a, 10
- ineffective use of persuasion models by most, 41–42
- Pulchronomics, 255
-
- Rational brain (neocortex)
- allowing us to organize and retrieve memory, 47
- critical substructures of the primal and, 35, 36fig
- description of, 19
- EEG or HRV used to measure activity in the, 20
- labeled System 2 by SalesBrain, 45–47
- neuromarketing research matrix on primal vs., 32–36fig
- See also Brain
- Rational thinking, neocortex role in, 19, 20
- Recall. See Message memory recall
- Reflective attention, 24
- Reframing objections. See Objection reframe
- Relativity bias, 53
- Reptilian complex, 62
- Retrieval fluency, 138–139
-
- Safety needs, 120fig, 121fig
- SalesBrain
- claims examples from customers of, 135–137fig
- data collected approach taken by, 118
- decision to use neuromarketing methods by, 4
- neurobenchmarking multiple ads review by, 11
- neurolab (Imotions) at, 36fig
- neuro study conducted by, 67fig–68
- Neuro Testimonial videos recommended by, 215–217
- testimonials on ROI of neuromarketing by customers of, 13–17
- See also NeuroMap
- SalesBrain research
- brain data collection methods used at, 35
- on identifying attention‐getting animal images, 6–7
- on messages that engage the primal brain and working memory, 82
- SalesBrain website
- colors and design of the, 90–91
- home page, 91fig
- opacity map of the, 92fig
- Self‐actualization, 120fig, 121fig
- The Selfish Gene (Dawkins), 61, 65
- Selfishness
- altruism contrasting with, 62, 63
- Dawkins on decisions driven by, 61, 65
- of the primal brain, 61–62
- Self‐refilling bowl test, 208–209
- Semantic decoding, 236
- Sensory memory, 80–81
- Short‐term memory, 81–82
- Similarity factor, 233–235
- Six stimuli
- in contract of Freud's psychoanalytical model, 64fig
- contrastable, 60fig, 68–73, 262–264fig
- emotional, 60fig, 95–105
- illustrated diagram on the, 60fig
- introduction to the, 59–60t
- memorable, 60fig, 78–83fig
- NeuroMap integrating the, 105–110t
- personal, 60fig, 61–68
- summary role of the, 106fig
- as a system of communication and language, 59
- tangible, 60fig, 73–78
- visual, 60fig, 84–94fig
- what to remember about the, 111–112
- See also Stimulus
- Smiling, 247
- Social desirability bias, 8
- Social norms bias, 53–54
- Social proof (customer testimonials), 13–17, 147–149, 215–217
- Solutions
- compare your solution to your competitor's, 72, 131
- remind audience of pain before offering the, 66
- See also Claims
- Speaking rate, 242, 243
- Speech Rate, Pause, and Corpus Sociophonetics, (Kendall), 243
- Stage fright, 259–260
- Stimulus
- Chabris and Simons's study on unexpected, 167
- definition of, 59
- Freud's psychoanalytical model on, 63–65
- subliminal, 87–88
- Triune ethics model on, 62–63
- See also Six stimuli
- Stories
- Business Storytelling For Dummies! on telling, 188
- Churchill's battle of Omdurman (1898), 186, 188, 218–219
- the don'ts of, 189
- the dos of, 187–189
- highlight positive side of objective using, 220
- introduction to effectiveness of, 166fig, 183–185, 232
- the science of, 185–187
- what to remember about, 189
- Storytelling
- be credible, 232–233
- body language when, 245
- body posture, 253–254
- the don'ts of using words for, 240
- eye communication, 250–253
- facial expressions when, 245–247
- use your similarity, 233–235
- using the right voice, 240–245
- using the right words and dos for, 238–240
- what your handshake communicates, 247–249
- you and your outfit, 254–255
- your expression as part of, 235–237fig
- The Storytelling Animal (Gottschall), 184
- Strategic cost, 161t
- Strategic pain, 124, 125t
- Strategic value, 145t, 146, 152
- Subliminal stimuli, 87–88
- Superego, 63–64fig
- Superior colliculus, 26, 27fig, 28fig
- Sympathetic nervous system, 21, 22fig
- Synaptic connections, 24–26
- System 1 and System 2 theory, 44–45fig
- System 1 (or primal brain), 45–48fig
- System 2 (or rational brain), 45–47
-
- Talking about themselves study, 229–230
- Tangible stimuli
- applying to persuasive messages, 76
- cognitive fluency and, 75–76
- introduction to, 60fig, 73–74
- the neuroscience of, 77
- summary role of the, 106fig
- what to remember about, 77–78
- Teaching modalities
- benefits of NeuroMap to varying, 268–269
- the don'ts of varying, 273–274
- the dos of varying, 272–273
- introduction to varying, 166fig, 265
- multisensory selling for varying, 269
- the science of visual, auditory, and kinesthetic‐tactile, 265–266
- senses can distort perception, 269–272
- TED talks
- Bill Gates, 172
- Cuddy's body posture and movement, 253
- Patrick Renvoisé, 4
- Thalamus, 26–27fig
- Thaler, Richard, 97
- Thinking, Fast and Slow, (Kahneman), 44–45fig
- Thin‐slicing bias, 52–53
- 3D moving object, 87
- 3D static object, 87
- Traditional marketing research
- advantages of neuroscientific methods over, 4
- limitations of, 4
- Triggering emotions
- examples of emotions in action, 275–276fig
- introduction to, 166fig
- by using more emotions in messages, 274
- Triune Ethics Model, 62–63
- Trust
- how your similarity builds, 233–235
- oxytocin levels and, 103
- strategies to stimulate deep, 239
- Tversky, Amos, 50
- 2D moving image, 87–88
- 2D static image, 88
- Two‐brain model, 44–45fig
-
- Unexpected stimulus study, 167
- University of Basel–Google study (2012), 75
- University of Chicago, 251
- University of Newcastle, 250
- University of Southern California, 243
- University of Wisconsin, 172
- Use “you”
- be credible, 232–233
- body language, 245–247
- creativity, 255–257
- eye communication, 250–253
- fearlessness, 258–260
- handshake, 247–252
- integrity, 261–262
- introduction to, 166fig
- passion, 257–258
- right voice, 240–244
- right words, 238–240
- your expression, 235–237fig
- your similarity, 233–235
- U‐space curve of memorable, 78–80fig
- Utility (emotional), 30–32
- Utility of decision, 142
-
- Valence (emotional), 30–31
- Value matrix
- on the costs, 160–161t
- the four types of proof in, 147–160
- gain equation, 161–162
- on three types of matrix, 145t–147
- Value proposition
- establishing your, 144–145
- the value matrix on, 145t–147
- what to remember about, 162–163
- See also Claims; Gain
- Variability
- creativity variety and, 256–257
- teaching modalities, 166fig, 265–274
- voice, 244
- Variety as creativity, 256–257
- Verbatim effect, 139
- Vigilance
- as critical to brain energy movement, 116
- decisions driven by level of, 115–116
- Vision (aspirational proof), 155–160
- Visual processing of text, 236
- Visual stimuli
- applying to persuasive messages, 90–93fig
- aspirational proof (vision) of gain through, 155–160
- big pictures used for, 166fig, 207–214fig
- four types of, 87–88
- introduction to, 60fig, 84–86
- neuroinsights on, 94
- neuroscience of, 93–94fig
- the power of colors, 88–90
- retention of, 94fig
- summary role of the, 106fig
- voting is a visual decision, 86
- what to remember about, 94
- Visual teaching modalities, 265
- Voice
- intensity of, 242
- interferences, 242, 244
- mirroring your listener's, 242, 244
- pitch of, 242
- speaking pauses, 242, 243
- speaking rate, 242, 243
- using the right, 240–242
- variability of, 242, 244
- Voice intensity, 242
- Voice mirroring, 244
- Voice pitch, 242
- Volvo, 133, 137–138, 146, 149, 216
- Von Restorff effect, 132
- Vungle, 16
-
- Wants
- iceberg of decision drivers such as, 116–118
- nature of, 122
- Weight Watchers
- Weizman Institute (Israel), 247
- “What do the following have in common?” exercise, 190
- Why Buy from Us? (hypothetical book), 132fig–133
- Word plays
- “aha” response to, 191, 192
- the dos and don'ts of, 192
- examples of effective, 190–192
- introduction to, 189–190
- Words Can Change Your Brain (Newberg and Waldman), 239
- Working memory, 82
- World Health Organization's World No Tobacco Day poster, 93fig
- “You.” See Use “you”
- “You” words
- introduction to, 166fig, 229
- the science of using, 231
- understanding the persuasion power of using, 229–231
- used in claims, 231
-
- Zak, Paul, 12
- Zero cost bias, 53
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