INDEX

  • 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
  • “Aha” experience, 191, 192
  • 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
  • “Beauty bias,” 254–255
  • 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
  • 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
  •  
  • Eagleman, David, 59, 97
  • “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
  • 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
  • Tell Stories page, 183
    • what to remember about, 282
  • Persuasion elements
  • 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
  • “Regret stressors,” 100
  • 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
  • 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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