The Science of Emotion in Marketing #12experts

Welcome to Day 11 of 12 Days of Experts! This month, we're featuring 12 hand-picked articles by industry experts and thought leaders, offering a wider perspective on marketing, business, and leadership. We hope you enjoy these voices from outside the WordStream world. In the penultimate installment of 12 Days of Experts, Buffer's Courtney Seiter explains why a keen understandin ...Read the full article

Future of StoryTelling: Paul Zak

See all the FoST films here: https://www.youtube.com/playlist?list=PLs6Vd3jEmIsv4gOD2VT-t08MkfUZRSuA9 The emotionally charged story recounted at the beginning Dr. Paul Zak's film—of a terminally ill two-year-old named Ben and his father—offers a simple yet remarkable case study in how the human brain responds to effective storytelling. As part of his study, Dr. Zak, a founding pioneer in the emerging field of neuroeconomics, closely monitored the neural activity of hundreds of people who viewed Ben's story. What he discovered is that even the simplest narrative, if it is highly engaging and follows the classic dramatic arc outlined by the German playwright Gustav Freytag, can evoke powerful empathic responses associated with specific neurochemicals, namely cortisol and oxytocin. Those brain responses, in turn, can translate readily into concrete action—in the case of Dr. Zak's study subjects, generous donations to charity and even monetary gifts to fellow participants. By contrast, stories that fail to follow the dramatic arc of rising action/climax/denouement—no matter how outwardly happy or pleasant those stories may be—elicit little if any emotional or chemical response, and correspond to a similar absence of action. Dr. Zak's conclusions hold profound implications for the role of storytelling in a vast range of professional and public milieus.