Social creatures like humans constantly seek to influence and persuade others. Research from my lab and others has identified a brain state called "immersion" that indicates when one is being persuaded to take an observable action. This talk will describe the neuroscience of persuasion, share examples with neural data that identify why some communications are persuasive or not, and end with a 5 step process that ensures your next communication will immerse people into the content and move them to action. As a bonus, you will learn why every persuasive communication should start with a story.
Dr. Paul J. Zak is a Professor at Claremont Graduate University and is in the top 0.3% of most cited scientists. Paul's two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea. His most recent book is Immersion: The Science of the Extraordinary and the Source of Happiness. Besides his academic appointment, he is a four time tech entrepreneur. In 2017 he founded Immersion Neuroscience, a software platform that allows anyone to measure what the brain loves in real-time that is used to improve outcomes in entertainment, education, advertising, and to monitor emotional wellness. He is a regular TED speaker and has appeared on Good Morning America, Dr. Phil, Fox & Friends, ABC Evening News, and his work has been reported in The New York Times, The Wall Street Journal, USA Today, Time, The Economist, Scientific American, Fast Company, Forbes, and many others.