Shopper Marketing and Customer Experience Management

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brain coupling by Uri Hasson

Whilst listening with your whole self have you ever caught yourself mirroring the expressions on the speakers face? It is because when you listen to stories and understand them, you experience the exact same brain pattern as the person telling the story.

Here is why?

Why telling stories builds empathy and also why, when you tell a good one, people act as if they’re watching it unfold before them.

Princeton neuroscientist Uri Hasson explains how fMRI can reveal temporally coupled neural response patterns between storyteller and listener.
They had a woman tell a story while in an MRI scanner. They then had a group of volunteers listen to the stories through headphones while they had their brains scanned.

When the woman spoke English, the volunteers understood her story, and their brains synchronized. When she had activity in her insula, an emotional brain region, the listeners did too. When her frontal cortex lit up, so did theirs. By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners’ brains.

brain coupling

Most cognitive studies focus on processes that occur within a single individual. Brain-to-brain coupling constrains and shapes the actions of each individual in a social network, leading to complex joint behaviors that could not have emerged in isolation.

It is Brain-to-Brain Coupling where the listener’s brain activity mirrors the speaker’s activity with a delay. It is the signal is generated by another brain and body that resemble one’s own.

The power of storytelling.

https://psych.princeton.edu/psychology/research/hasson/pubs/Hasson_et_al_TiCS_2012.pdf

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2 comments on “brain coupling by Uri Hasson

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This entry was posted on July 3, 2013 by in insights and tagged , , , .

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about.me

Aaradhee Mehta

Aaradhee Mehta

Chief Storyteller

Once upon a time…. a girl with a very exciting life in mainline advertising was bitten by the bug to specialize in an aspect of marketing that truly added to the numbers. She was drawn to the world of shelves and carts. And that is where she has spent the last 7+years enjoying every moment.

I have worked on selling everything from fabric care and health beverages to fashion and lifestyle. If there is one belief one goes by, it is that for those who want to listen the customer is shouting out loud.

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