Connecting and strategizing content with the way our brains react and engage...

Dr. Paul Zak, scientist, entrepreneur and author of several books including "Trust Factor: The Science of Creating High Performance Companies.",, joins host Ritesh Gupta (Head of Content for Vayner Productions) in the MouthMedia Network studios.

• Neuroconomics—why people make decisions
• Why decisions are variable, people make mistakes and respond to content
• A look at the change in brain chemistry when responding to content
• Grabbing the brain in the right way, motivating charitable inclinations/giving
• Oxytocin -  associated with things mammals do—reduces fear of being around other people, helps people get along, and can turn on positive social behaviors like trust charity
• Looking at content second by second, when onee checks out, when not paying attention
• The “give a sh*&” measure
• Conflict so we care about how things resolve
• Advertising - short may be better
• The miss of sloppy storytelling
• A testing process including wearable sensor, cloud-based, in a bar the way people might watch ads
• Why liking a commercial isn’t important, it is the actions that matter
• Generate conflict, the end of conflict and a high immersive point
• Why it matters to not resolve conflict, and end on tension point
• Immersion neuroscience vs. focus groups
• Why our brains cant process and communicate complex emotional experiences
• Grabbing the brain in a way that engages
• Strategizing movie trailers
• Thinking about bladder capacity
• Building a predictive model
• Immersion index
• Testing ads for an agency
• Why the small screen is more immersive than the large screen
• Why watching repeats of TV shows and movies is entertaining 
• Why valleys/breathers are necessary, in a tight and thoughtful way
• The biggest mistakes brands make in making content
• Narrative transportation

Thank you to Robert Murtfeld for the introduction to Dr. Zak.

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