Neuromarketing: Lessons and Insights in Virtual Media and Print

The rapid and diverse evolution of technology has allowed virtual media to show unprecedented growth in recent years.  As a result many companies that were mainstays in American culture have fallen on difficult economic times because the medium for which they have traditionally communicated with their consumers has drastically shifted to virtual media.

We used to gets ads just in print. Now you can get ads on your iPad. It's obvious virtual media has its benefits, but is it what's best at getting to your consumer's brain.

The economic benefits of virtual media are many.  Because technology is relatively inexpensive companies and marketers are able to reach more people through many different channels of communication. As a result traditional print is on the decline. Although virtual media has shown to be the most effective way to reach more consumers with greater ease it begs the question, is virtual media the most effective way to communicate with the human brain?

Neuromarketing: Beyond Focus Groups

To better understand the differences in the effectiveness of virtual media and physical media Millward Brown teamed up with the Centre for Experimental Consumer Psychology at Bangor University on behalf of The UK’s Royal Mail.  Rather than using focus groups that rely on participants to articulate their subjective thoughts and feedback Millward Brown decided to use neuroscience to observe the emotions of participants in real time as they observed print and virtual ads. Here is the link to the study.

We used functional Magnetic Resonance Imaging (fMRI) scanning to understand how the brain reacts to physical and virtual stimuli. [Using Neuroscience to Understand the Role of Direct Mail, 2009 Millward Brown: Case Study]

Lessons in Emotion: Let’s Get Physical, Physical

The latest neuroscience research has only furthered our understanding of the role emotions play in the success of marketing campaigns. If encoding memories was a machine, emotions would be the lubricant that keeps it running smoothly. Neuroscience has also shed light on the role emotions play in decision making. Lessons learned in this specific area of science can best be summed up in the phrase “we think logically and act emotionally.”

This is an fMRI image used from the Millward Brown/Bangor study. The red area is activated by print ads and the blue area is activated by virtual media. Notice there is a greater response from the print ad in two key areas of the brain associated with emotion.

The research conducted by Millward Brown strongly suggested that greater emotional processing is facilitated by physical material than virtual material. One might think that because more senses are stimulated through physical interaction this would account for the increase in brain activity, but measures were taken in the study to focus on emotional processing and cancel out extraneous signals from the brain. Physical print ads are better facilitating emotions.

Applying Neuromarketing Lessons to Marketing Design

Traditionally the goal of marketing was to get your message out to as many people as possible. Over time market research allowed companies to fine tune their messages and target specific audiences. Virtual media may be the quickest and easiest way to reach the most people, but marketers should understand role their marketing can and should play in each stage of the business development process.  Virtual media works wonderfully as a tool to get your message to the masses but sometimes you need to get more in depth.

The goal of neuromarketing is to create genuine interactions between consumers and your message. This is done by understanding and utilizing emotion to build successful relationships, no matter how brief those relationships are.  Applying the research discussed previously in this article would allow you to strategically create a marketing campaign that leverages both virtual and physical media to reach your desired audience in their specific roles.

For example this would equate to creating a marketing campaign that targets both consumers and retailers yet uses two different mediums to communicate (and genuinely interact) with the same message. Neuromarketing can also be extremely relevant in b2b sales and marketing. Often times in the b2b sales process you have to influence a decision maker or panel. If you have a strong value proposition then I would recommend using a physical (and relevant) medium to market to your decision makers and key influencers.

Millward Brown’s study findings are simple and yet powerful in meaning: Physical print ads are better at facilitating emotions.  I have been in awe of the Apple iPad because it has become technological wildfire.  Trends in the market suggest this is the future of our media flow. The pull as a society may be strong to put all your eggs in virtual media basket, but never the less business is and will always be done on a personal and very real level. And it’s only on that personal level you’re going to understand the meaning of emotions – those tricky unconscious feeling that make you love, hate, and buy.

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Is your Message Brain-Friendly?

5 Tips for Designing Brain-Friendly Presentations and Advertisements

You’ve got something important to say. We all do. And it doesn’t matter if you work in education, advertising, sales or a local coffee shop; you just want to make sure your message isn’t falling on deaf ears.  The trick to communicating a successful message is not to place all the emphasis on what you’re saying. The real trick is to understand how your message is being perceived. However, very few people, teachers, companies, and organizations understand the importance of communicating in a brain-friendly manner.

Recent neuromarketing research conducted by NeuroFocus, the world’s leading neuromarketing firm, has shed light on the startling gap created by a lack of brain-friendly design in today’s society.  “We have found that about 75% of all content – not just advertisements — is not neurologically optimal,” Pradeep, CEO of NeuroFocus added. “The opportunity to improve is tremendous.” I could not agree more with Dr. Pradeep’s stance on seeking to improve the content and delivery of our messages.

We spend a lot of time crafting our messages to get them out to our audiences. When our messages aren’t understood we normally do two things. The first thing we do is repeat our message and if that doesn’t work we amplify our message. That’s the equivalent of me speaking gibberish, repeating my gibberish, and finally screaming my gibberish at the top of my lungs in hopes that you somehow get what I’m talking about. It sounds pretty crazy huh? Neuroscience has provided us with some great tips that can make your message and your delivery more efficient so you’re not wasting time and money.

Tip #1: Simplify Your Message

I could have easily titled this article “How to Create Neurologically Optimal Designs”, but that’s too much work for most people’s brains to process, especially if you’re not familiar with neuroscience. Most marketers make the mistake that their audience is just as familiar with their goods and services as they are. Break that knowledge bubble and begin to understand how your audience perceives not just your company, but your industry. Then you can begin to craft a consistently simple yet relevant message that could be absorbed with greater ease.

Remember that we have three main areas of the brain. The neo-cortex of the brain is the area that allows us to think in great depth and possibility about an idea or a message, but the part of the brain (reptilian brain) that decides to act on that idea relies heavily on emotion and simplicity.

This may include simplifying your offering as well. If you present people with two choices you have a much better chance at getting your desired outcome than if you presented someone with three choices or more. Boil your message down and perfect it. Avoid the marketing/sales mistake of “showing up and throwing up”. You’re offering may be bountiful, but sometimes showing all that you offer can turn off or overwhelm your customer who often times is only looking for one thing. Start with your customer’s most urgent and immediate need, present to it, solve it, and then move onto to their next important need.

Tip #2: Match Your Font, With Your Message

This is for those graphic designers out there. With an infinite amount of fonts in your design arsenals you should know the power your font can actually carry. When people read something in a difficult-to-read font they unwittingly transfer that sense of difficulty onto the topic they’re reading about [Drake Bennett, Easy = True, 2010].  This has been proven in studies where participants were asked to rate the difficulty of a workout regiment. The regiment typed in less legible font was perceived as more difficult compared to the same regiment typed in a simpler font. Surprisingly, a questionnaire presented in a less legible font is more likely to have people answer it less honestly that if it is written in a more legible one.

My best advice is to decide the goal of your presentation or advertisement. Do you want to grab someone’s attention or do you want to pass along information? Knowing the overall desired outcome allows you to become more attuned to the font you choose. For example, if you’re presenting to parents and teachers on a 5 step process for getting children to eat healthier you had best pick a font in your handouts that easy to read, and I’m not talking about “Comic Sans”.

Tip #3: Be Contextual

I can’t express the importance of contextual advertising. The best product placement advertisements are the ones that people never meant to happen. Think about the Air Jordan basketball shoes. How many of us watched Michael Jordan play, noticed the shoes he’s wearing, saw how good he played and went out and bought a pair? I know I did. It’s one thing to show a picture of your products. It’s another thing to show your products in actual use. If I look at a picture of a product, it’s just a product in my mind. If I see the product in use I see an experience, and I have my own experiences that I can relate it to.

"it's gotta be the shoes"

Tip #4: Placement of Stats, Pictures, and Logos

People interpret information on different parts of a screen with different sections of their brains.  Stimuli in the left visual field are interpreted with by the right frontal lobe, while stimuli on the right are picked up by the left frontal lobe [Kee. 2008]. What does this mean? The right (creative) side of your brain is very good at interpreting imagery, whereas the left (analytical) side of your brain is particularly good at processing numerical information and semantics.

You see with your brain. Not with your eyes. As you can see here your visual pathways cross as they relay the stimuli they're perceiving back to the brain.

Logos and pictures would stand a better chance of being perceived if placed on the left side of advertisements. Statistical information and financial projections would best served on the right side of the screen for presentations. This is a simple yet powerful fact in brain-friendly design.

Tip #5: Engage Your Audience Emotionally

Don’t just make people think. Make them Feel. Emotion helps you gain attention. Emotion helps you learn with greater ease. Emotion makes you memorable in the mind of your audience. Emotion can take many forms and can be a powerful aid so long as it’s relevant with your message: tell a story, crack a joke, create a mini-drama or even use a prop, but whatever you do avoid the norm. Understand that attention and retention is strongest at the beginning and end of your message. So leverage your emotions properly.

John Medina, author of Brain Rules, became an award winning professor because of his work in neuromolecular biology and his understanding of how to properly apply emotion into his lessons. The passing of knowledge doesn’t have to be tasking. Science backs up the fact that people learn and retain more when they’re emotionally engaged. John’s solution was to break a 50 minute class period up by 10 minute increments using an emotional tactics like jokes, stories and role-play. The emotional pace of the class was enjoyable and his students succeeded because they were engaged. Makes you think twice about giving the same old power point doesn’t it?

Brain-Friendly Beginnings

These are only just a few tips on improving your visual presentation of your ideas and messages. Hopefully as you’re sitting at your desk, in your office, or at your computer you’ll get a chance to practice some of these tips. The importance in communication should not be placed on what you’re saying, but rather how your message is being perceived. It’s not the market place, the media, or the internet; what matters most is where you are at in the mind of your audience. Be different, be memorable, and above all be genuine. Best of luck to you and thank you for reading.

Burritos and your Brain: a Neuromarketing Evaluation of Chipotle’s New Marketing Campaign

A little over a month ago I was driving down I-55 heading back home after a meeting in downtown Chicago when I saw something that almost caused me to crash my car.  I saw a billboard that was red in color and featured tacos as its centerpiece. As I got closer to the billboard I realized that it was Chipotle’s new marketing campaign. I was heart broken, I was devastated, and most of all I was confused.  Why had Chipotle done away with their highly successful and recognizable marketing campaign for this red colored disaster?

this sign nearly caused me to crash my car. who are you?

this sign nearly caused me to crash my car. who are you?

I’ll start by saying that I have a profound respect for all things Chipotle. Aside from working with them on a national level for their in-store operations I had extensively researched Chipotle for my marketing classes in college. I love Chipotle from their delicious burritos all the way to their unique marketing style. I was quick to notice the change in their advertisements, but what I had also noticed is that the people around me noticed the change as well, and they weren’t too happy about it.

So Simple it’s Genius

Chipotle does not advertise in mainstream media. They do not run nationally televised commercials and they reluctantly dabble in radio spots. They don’t have to because Chipotle does hundreds of millions dollar in business each year without foolishly wasting money on mainstream media advertising. Chipotle’s marketing is so simple it is genius. They rely on word of mouth, free burritos, and billboard advertisements that truly stand out.

Chipotle Ad

These billboards stand out because they are salient from most marketing advertisements that you see today. We are visually over stimulated with colors, images, and a barrage of designs. Chipotle’s answer to advertisement overload was to produce a simplistic style of marketing for their ads, and it worked. There is barely anything to this ad. You have a witty phrase written in “Confidential” font, a picture of a burrito and the Chipotle logo. William Epsy, Creative Director for Chipotle, said it best, “In a world of advertising, who wants to read more? Simplicity is they key.”

Burritos on the Brain

Neuromarketing studies of branding have shown that the most powerful aspects of advertisements aren’t logos as previously thought, but rather they are the environmental design aspects of an ad. That is to say people respond more favorably to consistent design than a Logo. For example when I showed people just the confidential type font and asked them what it reminded them of over 85% said Chipotle. That was just the font. When I showed them a picture of the foil wrapped Burrito an even greater percentage knew it was synonymous with Chipotle.

Chitpotle Font

The truth is that Chipotle’s Marketing is so strong and recognizable they could completely remove their Logo from their advertisements and people would still know its Chipotle. Marin Lindstrom, author of Buyology, calls this marketing phenomenon “Breakable” meaning that if I were to take a Chipotle billboard and break it into pieces you could look at the pieces and still recognize it as Chipotle. That’s some pretty strong marketing. The interesting thing is that Chipotle has been tinkering with their logo over time (you probably didn’t even notice), and they’ve been able to get away with it because their marketing design hasn’t changed that much, until now.

These are various logos that Chipotle has used in chronological order.

These are various logos that Chipotle has used in chronological order.

Breakable Marketing: Here is another prime example of a brand that relies on it's design more than it's logo. The Burberry logo (on left) is weak in terms of neuromarketing compared to the classic Burberry plaid design. This plaid design is versatile and can be woven into the fabric of the clothes to create a concrete perception that moves beyond logos. Break the plaid design into pieces and you've still got something that recognizalby Buberry.

Breakable Marketing: Here is another prime example of a brand that relies on it's design more than it's logo. The Burberry logo (on left) is weak in terms of neuromarketing compared to the classic Burberry plaid design. This plaid design is versatile and can be woven into the fabric of the clothes to create a concrete perception that moves beyond logos. Break the plaid design into pieces and you've still got something that is recognizably Buberry.

Comparing Marketing Ads

Old vs. New Marketing Designs of Chipotle

Old vs. New Marketing Designs of Chipotle

Here is a side by side comparison of Chipotle’s advertisements. The one of the left holds a heavy neuromarketing presence in your brain: The recognizable font, the focus on Chipotle’s core product – the burrito, and the stand out simplicity. The advertisement on the left features tacos – something that Chipotle offers but not its specialty. The font is boring and non-recognizable because hundreds of companies use that font in their advertising and the same can be said for the deep red color and text bubble design.  Although both adds are emotionally appealing because of the witty phrase content the traditional marketing ad is just designed better to stick.

Back to Good

Three weeks after I had first spotted the new Chipotle advertisement on I-55 it was gone. In its place was Chipotle’s traditional marketing advertisement that we all know and love. I guess Chipotle was wise to the fact people weren’t too happy with the change. I did notice that the traditional billboard featured a new Chipotle logo, but I was okay with that because the design was the same as in the past. A nearly perfect marketing campaign was restored to its former glory. Our brains love consistency and recognition. Chipotle’s traditional marketing has both.

As marketers we are highly creative and sometimes we think we need change when we actually do not. This was a classic case of “if it ain’t broke, don’t fix it.” However, in this failed attempt at change we were able to discover that you can change and evolve a logo of a successful brand so long as you don’t overhaul the design of the marketing itself. Neuromarketing was right this time around in pointing out that our perception is keener to consistent marketing design rather than a single logo.

Good luck Chipotle and keep up the great work!

Neuromarketing: Evolution

marketing and sales from a neuroscience angle

marketing and sales from a neuroscience angle

The Need for Neuromarketing

In the United States 8 out of every 10 new products brought to market fail within one year’s time. If we hop a flight to the other side of the world and stop in Japan we’ll come to find out that 9.7 out of every 10 products fail in the first year. These are pretty dismal numbers. Now I understand there are a lot of factors that play into the success (or lack there of) of any given good or service, but a lot of the emphasis in the launch of a product is placed on marketing.

Billions of dollars are spent each year on focus groups, trials, tests, or whatever tools researchers are using to predict the success of a product, yet 80% of the time they fail. As the market place continues to get more crowded the likelihood of success is diminishing unless we as marketers can better predict what actually appeals to potential consumers.  To achieve this goal we’re going to have to enter a new arena that few marketers dare to go; the human brain.

From the Marketplace to Our Minds

From the second you start your day you are bombarded with an assault of marketing and media: TV commercials, radio ads, banners on your favorite websites, street signs, and this list gets longer every hour. In fact, we are so heavily bombarded with marketing much of it becomes background noise to us after a while.  By the time you are 60 years old you will have seen over 2,000,000 commercial advertisements.  Astonishingly enough a recent survey from ACNielson found that the average person could only remember 2.21 commercials of those they had ever seen, ever, period (Buyology, Lindstrom 2008). This proves a point that you can flood a marketplace with advertising and marketing, but if you never penetrate the mind of a consumer you will fail.

Al Reis and Jack Trout were game changers when they came up with the idea of “positioning”.  They maintained that the only thing that mattered in marketing is not where you were at in the marketplace, but more importantly where you were in the mind of the consumer.  If your brand was present in the mind of the consumer you were exponentially more likely be purchased than someone who wasn’t and this is beyond true. If at this very moment I had you name as many brands of toothpaste as you could you would probably come up with a list of around 7 brands, if that. Those brands you came up with hold a lot of weight in your purchasing decision because they are the brands you’re most likely to purchase. And that brand you named first is probably the brand of toothpaste that is currently sitting in your cabinet at home.

From Our Minds to Our Brains

It would only be a matter of time before science would step up to the plate and start hitting some homeruns (non steroids, of course) in the marketing stadium. Science can literally map our brains through neuroimaging while we go through our purchasing process.  Neuromarketing can effectively map the entire purchasing process from our initial perceptions to our final decisions. The great thing is that we’re in it right now. Researchers are pioneering this process and learning new information every day. For example, in fMRI tests the design of The Mini Cooper triggers a part of the brain associated with faces, more specifically a baby’s face, in participants’ brains. The facial expression of a baby is a strong perception that is almost always positive and not surprisingly more so with women than men.

We are all consumers, and with every purchase we make we’re making a decision. The neuroscience of decision making, in general, is largely dominated by our emotions rather than our logic.  The question that many marketers face is how to properly blend emotional design into our products and marketing campaigns. This challenge looms over companies all over the world, and surprisingly very few have adopted the neuromarketing approach to business because they simply don’t know it even exists.

My Vision:  Neuroecology

Marketing campaigns exist to grab your attention and make you aware that a product exists. That marketing/consumer interaction is very topical and rarely goes any deeper than being present in your conscious for a brief moment in time. However people to people interactions hold a lot more weight in helping us form our perceptions and in making our decisions.  The person to person interaction is the only true way to authentically connect with another person and communicate knowledge. Neuromarketing will get your attention, social neuroscience will then communicate and understand the consumer’s needs and create a sale.

In most corporations today marketing and sales departments are distanced from one another and have little interaction. Marketing people are viewed as the creatives and sales people are often held in a negative light. However if you had your marketing department on the same page as your sales department in a streamlined brain based campaign you could effectively reach more people, and more importantly reach them authentically. Sales can learn a lot from neuroscience. Just like a marketer can tailor a promotional piece to effectively reach a desired audience, a trained sales person can effectively communicate the benefits of a product to the customer by utilizing presentation skills and strategy that are proven to help people make better decisions. I call it Neuroecology because this strategy takes into account everything that goes into a business decision from the selling environment to product perception to marketing to personal interaction and finally to the decision. More importantly Neuroecology is a dynamic process that is highly attuned to emotions, much like human nature.

A highly recomended read that detailes the emergence of neuromarketing and peers into the future of the field.

A highly recomended read that details the emergence of neuromarketing and peers into the future of the field.

Neuromarketing Threats

Some government groups are attacking neuromarketing claiming that it is unethical and want a ban on research. These people simply have a lack of understanding for what neuromarketing can actually accomplish. Images of subliminal advertising come to mind at the mention of brains and marketing, but these images are simply not true and they’re rooted in folklore. There is no magic buy button in the human brain. There are only complex processes that lead to a single decision. Neuromarketing provides us with the opportunity to improve the quality of business by better understanding ourselves and each other in order to better serve our potential consumers. Neuromarketing is scientific, ethical, and it is the future of business.

Anything You Can Do, I Can Do Differently

men and women

Men’s Brains, Women’s Brains, Whatever

 

It would seem that our society is finally starting to shake free the bonds of our outdated sexist ideology that has long dominated the culture in this country. A century ago women weren’t even allowed to vote. Today women are boldly going where men feared they would eventually go if given the chance: the boardroom, the corner office with windows, the high bench, and this list goes on as women are performing in positions that were long held for their male counterparts. Yet, this assimilation into female leadership has not been easy. Look no further than the democratic primaries from this past election and you can recall CNN making a stink about Hillary Clinton being the focus of sexism in politics, and SNL portraying Senator Clinton as a stern, somewhat butch, woman who was rigid to say the least.

 

Although women have broken down the equality barrier, the perceptual barrier stands tall for those who wish to be leaders and contributors to success in this country. In a study conducted with four test groups made up of equal men and women, the groups were given the job description of a vice president of the company as well as a description of personal attributes. The only factor that changed between the groups was the gender of the VP. Interestingly enough the gender change was enough to change the perceptions from group to group. Though both VPs were considered to be competent what differed between the man and woman was rather they were considered “likeable” or not. In the words of researcher and biologist John Medina, “The man was a hotdog. The woman was a bitch.” Upon reading this my mind drifted back to the primary elections of 2008 and I recall so many people saying Hillary was qualified but she wasn’t really relatable, which in mind is like saying, “she’s not that likeable.” So here we stand welcoming new players to the game yet we’re still playing by the same old rules. Something has to change.

 

Senator Clinton would have been a good President, but it was difficult for her to over come perceptions from being too stern and not relateable.

Senator Clinton would have been a good President, but it was difficult for her to over come perceptions from being too stern and not relateable.

Wait, You Mean To Tell Me Boys and Girls are Different?!?!

 

Amidst all this equality talk we forgot that men and women are different. For the sake of keeping with the theme of this amazing website let’s hone in on our brains. Men’s and Women’s brains differ in a variety of ways: anatomical architecture, memory formation and processing, emotions, language, vision and all that manifests itself in our behaviors. Men and women perceive differently and as a result we both operate differently. Now here is the important thing to remember, because our society gets this backwards all the time: the differences in men’s and women’s brains do NOT equate one sex performing better in general. Understanding and attuning to these differences will go along way in setting ourselves up for success in the long run.

 

Ladies and Gentlemen

 

Most people are actually unaware that the natural genetic default for creating a human life is female. This means that the blueprint for human life is a woman. So ladies, you can go tell Adam to shove it because Eve is where it’s really at and while you’re at it you can tell him to stop eating all the fruit from sacred trees, too.  In primates like chimpanzees (our genetic cousins) the female chimps are often the ones that exhibit tool use and innovation in their troops.

 

There are anatomical differences in men’s and women’s brain in every one of the four lobes of the brain. Here are some areas where women differ for men: Women on average have a thicker (thicker is good) frontal and prefrontal cortex of the brain, an area that is associated with decision making and higher level thought. Women also have a thicker corpus callosum than men which is the bridge of nerves that connects the two hemispheres of the brain. The amygdala, an area of the brain that is related to stress and emotional response, is larger in women than in men as well.

 

Now it’s wrong to justify personal behaviors through neuroanatomy. However, it is right to justify the behaviors of a population of women through neuroanatomy. Relatively speaking women in general tend to have a wider range of emotions, which can be linked back to the amygdala. Looking at the corpus callosum we can also begin to see that improved conductivity between the hemispheres allows for better multitasking, something that women tend to be better at then men. Women also tend to out perform men in language ability as well, and we can link that to our prefrontal cortex. Now ladies, before you start dishing out high fives and chest bumping each other we remember the theory of balance, and for balance every positive has to have a negative.

 

Women are more likely to have anxiety related problems. Most anorexics are women, and women are also more likely than men to develop bouts of depression. On the other side of the coin men have a greater chance of being antisocial, developing schizophrenia, drug abuse problems, and mental retardation. You see there is just as much good stuff as potential bad stuff going on in both of our brains.  The only thing that might dictate success is that task at hand.

 

Gender Memory

 

This is extremely interesting. Two groups of men and women were shown a video of a particularly horrifying accident involving a little boy getting hit by a car. While the men and women watched the video their brain activity was

How do you remember this incident? It'll differ depending if you're male or female.

How do you remember this incident? It'll differ depending if you're male or female.

monitored by fMRI. The very sight of someone getting hit by a car is emotionally salient, yet in this study men and women showed different brain activity in their amygdala regions of the brain. The right side of the amygdala in men lit up and in women their left side of the amygdala lit up. Two weeks later the groups were asked to recall the video of the boy getting hit by the car. The men better recalled the “gist” of the video and the women better recalled the details of the video, such as the boy was holding a soccer ball. The same video produced two different perceptions and two different recollections. Put those recollections together and you have a complete memory in tact. This holds true for emotionally heightened memories like a first date or a recent argument.

 

Gender Communication

 

Researcher Deborah Tannen did some really amazing research relating to how little boys and little girls verbally communicate with each other and how that shapes our communication patterns into adulthood. She spent a lot of time observing how kids communicate and form bonds of friendship and trust. No surprises here; boys and girls communicate very differently and girls tend to be better at it. To crudely summarize her 30 years of work girls use language and conversation to cement friendship and bonds. Along with conversation girls are great at utilizing the nonverbal aspects of conversation as well, like maintaining eye contact and physical cues. Boys on the other hand rarely make eye contact and prefer to use physicality and commotion to cement bonds of friendship and trust. The female approach to communication is “let’s do this together.” The male approach is “I can do this better than you.” This really doesn’t change all that much as we get older.

 

Bringing it on Home Social Intelligence Style

 

In regards to success social intelligence is the key determining factor. We know that there are differences in men and women and we must respect those differences. Socially intelligent people understand and realize how to get the most out of every individual. If you’re a manager and you have a team of both and women working underneath you it makes no sense to treat every person the same. We’re all different, so treat us differently, but in a way that fosters our success and harmonizes the groups’ effort. If you’re a leader, man or woman, you’re going to run into some opposition – be it a work style conflict or difference of opinion – you can better prepare yourself by understanding these differences and gaming planning proactively. Attuning to differences allows you to tailor your message and communication pattern into one that will successfully be understood by whomever it is you’re speaking with or reaching out to. In general our brains may be pretty different, but together two brains are always better than one.

What’s the Deal with Emotions?

I turned on EPSN this morning and the anchors were talking about the upcoming BCS National Champtionship Game and one anchor, Kirk Herbstreet, was talking about the role emotion will play in the game and how it could be the difference for victory.  Watch any sports show regarding a big game and the importance of emotion always comes up. This holds true far beyond the realm of sports. Emotions play a vital role in our day to day actions and often times they play a much larger role than we give them credit for.

As humans we are emotional beings.  With each living moment we wade in a sea of emotion. Sometimes the waters are calm, sometimes the waters toss about, and every so often the waters rise up like a tsunami wave and overtake you. However, one thing remains: there will always be water – there will always be emotion. I submit that most people can feel their emotions, but very few actually understand them, and even fewer understand the emotions of others. In most cases we cannot stop ourselves from feeling emotions, they just come. It’s what a person does once they’ve felt an emotion that can make all the difference.

In my last post I introduced the three very general parts of the brain: The old brain, the middle brain, and the new brain. These brains, respectively, were responsible for making decisions, emotion, and thought. Any time we are confronted with a stimuli these three brains work in concert to lead us to an action. The flow of this interaction often looks like this:

 Emotion –> Thought –> Action

Once you’ve felt  and acknowledge the emotion you’re feeling it is crucial that you take time to think. Most people fail to do this, and it can be the source of difficulties in their social interactions. You might think about why did I feel that emotion? What action should I take? How will my potential reaction affect me, how will it affect others? The truth is there are a million different questions you can ask yourself in relation to any given scenario, all that matters is that you think. Once you’ve thought and used the input of your emotions you can make a decision as to what you action may be. Pretty easy huh? This is a baby step into a much larger world.

When Your Emotions Get the Best of You…

I walked out of lunch at one of my favorite sushi restaurants and noticed a man holding package and ringing the doorbell to the UPS Store that was located next door. He was about 40 and looked like any suburban father would. He continued ringing the bell until it was quite clear that no one was going to answer. The UPS Store was closed and accidently left their “open” sign lit in the window. Then something happened. He slapped the side of the package he was holding and cursed out loud. I decided to slow my pace as I walked and watch this scene play out. Clearly this guy was feeling the emotion of anger, I mean he was really cheesed, and it was because he couldn’t mail his package. My guess he was so angry because it was important that it get mailed that day. I’ll never know, I was in no position to ask him, he might choke me.

He started his car and hit his steering wheel cursing up a storm, he was still very angry. The emotional flood gates were open. He then began reving up his engine. It was clear to me at this point his emotions were in control of his actions. He backed up really fast and began speeding down the street still cursing. He failed to notice that a woman was backing her car out of her parking spot down the way. Blinded by his emotions he realized this too late, slammed his breaks, and rear-ended her car. Luckily it wasn’t that bad. However he got out and started screaming at the lady. I felt privledged and somewhat sad to watch this entire situation play out. I noticed one thing though, as the emotions started to rush in he failed to think and figure out what action would be best to take give the changing circumstances of his situation. He went right from emotion to action, skipping thought, and he is paying for it now (more than likely in the form of his insurance).

I’ll end with this. Oprah said this to Liz Lemon on an episode of 30 Rock, “We’re not always in control of the emotions we feel, but we are always in control of the actions we can take.”

Three Brains are Better than One

To begin to understand how the human brain processes information during our daily interactions you have to break down the human brain so it’s nice and simple to understand.  I remember the first time I saw an actual human brain,  and the thing I remember most is that it looked nothing like the clean images and drawings from the text books. It actually looked like a grayish mess, but once we got to slicing and dicing it began to make sense of what was what. Our lesson today is nowhere near as complex, hopefully it’s more intriguing.

breaking down the brain

breaking down the brain

The Reptilian Brain

The reptilian brain is a very primitive organ. It’s called the reptilian brain because it has been around for over 450 million years and is actually still present in reptiles today. This is the first part of your brain to develop. The reptilian brain or the “old brain” is responsible for you unconscious processes. It controls things like heartbeat and breathing. Think about it, have you ever had to focus to make your heart beat, or to make yourself breath (assuming you’re not having a panic attack). Of course not, these things just happen and that’s thanks to your old brain. It’s been said that the old brain is primarily concerned with your survival. The most recent research has shown that the old brain plays a major roll decision making. The old brain actually decides “yes” or “no” in response to a situation or stimuli. Pretty neat stuff huh? We’ll expand more on the old brain at a later time.

The Middle Brain

Through human evolution we developed a brain on top of our first brain. This brain, the middle brain, is a little more complex than the first brain. From a social neuroscience perspective the middle brain is primarily concerned with emotional processing. Emotions are vital to understanding and communicating in social interactions and play a crucial role in our behaviors and actions.

The New Brain

The new brain is what makes our species so unique. No other animal has a brain like ours and that’s because of our new brain, also commonly referred to as the neo cortex. This brain is responsible for higher level thinking. It allows us to think in abstract and hypothetically as well as perform rational thought. Studies have shown that this part of the brain continues to grow and develop until the age of 24. This is what separates us from other animals and makes humans so unique.

Three Brains Become One

So lets tie this all together. The reptilian brain decides, the middle brain processes emotions, and the new brain thinks. When confronted with a stimuli all of these processes from your three brains work in concert to achieve an end result.  This is the process that your brain works when confronted with almost any situation. Of course you’re largely unaware of what’s going on, but social neuroscience aims to give you the understanding of how you perceive and communicate. The knowledge of the social perception process can make a big difference in understanding your actions and emotions. Now that we’ve laid something of a base I hope we can begin to really explore this dynamic process through some example interactions.

If this sounds like something you’d like to learn more about I recomend picking up the book NEUROMARKETING written by Patrick Revoise & Christopher Morin. This book looks at how the brain makes decisions and the best way to communicate to the old brain. It’s a terrific read and much of this post was inspired by the book’s breakdown of the brain. Check out more at:http://www.salesbrain.net/users/folder.asp?FolderID=5622&gclid=CNzi8O-M6pcCFRlRagodkEOCDA Continue reading