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Move over focus groups. Neuroscience-based research from Innocean seeks to uncover what people really like and seemingly reveals that, sometimes...
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Hmmmmm -- here's some new research from neuroscience. The company Innocean wired up 8 people to measure their responses, asked them questions about brands, and then about people they love.
Guess what -- 3 of the 8 people showed more love for brands than people. Why? The brands had a stronger story attached to them. What does it mean? Their interpretation is that there is a story button in our brain.
OK -- hold on here. I've got some problems with this. I'm not a neuroscientist but some of this seems like a lot of over-reaching.
First of all -- 8 people is a very tiny sample. That 3 of the 8 had a certain experience does not mean much at all. All the study points to is more questions. Like for the 3 people who loved their brands more than loved ones, are their relationships troubled? If so, that would naturally lead to mythologizing a watch. And is a watch a brand or simply an object evoking strong memories? Is the love for the Seattle Seahawks more about someone mythologizing their identity? And does that reflect at all on this person's love for his toddler? Ay yi yi -- I could go on.
And then to conclude there's a "story button" in the brain that is more like a switch to turn on and off is problematic for me also. We think in stories so narrative structure is much more imbedded in who we are than a pus button indicates.
So I remain highly skeptical about this study until A LOT more research is done. Read the article and tell me what you think.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
¿Es posible "amar" o comprometerse con una marca en particular en un mundo tan poligámico como el de hoy enn día? Acá una respuesta Neurocientífica
Interesting study about how people "love "their favorite brands and icons even more than people. But there has to be a special story related to the product or brand, but but...The results could be also interpreted otherwise. Leaves lot of open questions.
In the second of a two-part series Jonathan Gottschall discusses the unique power stories have to change minds and the key to their effectiveness.
This is important data for teachers to understand in terms of embedded learning and understanding.
When we enter into a story, we enter into an altered mental state--a state of high suggestibility.
Many songs in particular Country or blues ballards tell a story often of love lost like "Me and Bobby Magee "..."
And so the discussion continues. Jonathan Gottschall writes his second blog post in his series about why/how storytelling works so well for businesses (and in general).
He does a good job in laying that foundation.
I have two thoughts for readers as they check out this post:
1. Gottschalk talks about story structure. Of course you have to know story structures to craft a good story. But structure alone won't make you successful IMHO. There's a whole lot more going on in telling a compelling story and structure is only one piece. Ask any creative writer! There are many different formulas. Most biz folks in the US are completely unaware that different groups/cultures have different story structures than what we see broadcasted on the Internet. Which in a global marketplace has huge significance! I'm not anti-story structure -- I just want us to understand its role better.
2. Stories and manipulation. Yes we are being influenced by stories -- and have always been. Yes we are being manipulated all the time. Yes, at some level we know this. No, access to information via the Internet and social media does not innoculate against this. Which is one reason why consumers are getting much more savvy about purchasing from companies who are socially and environmentally conscious.
Gottschalk focuses mostly on ads in this post. Ads are only one type of business storytelling however. He asks questions at the end, "Is storytelling really locked into a master formula?" No.
Another question he asks is, "Hasn't the digital revolution paved the way for a new kind of storytelling?" and "Is it time for story 2.0?" LOL -- both remain to be seen and I look forward to the next post!
This review was written by Karen Dietz for the Just Story It curation on business storytelling"