It’s super easy always for you to be complicated, but it’s very hard to be simple.

Episode Summary

Christophe Morin, aka Dr. Christophe, joins Connor to delve further into neuromarketing and the science of persuasion. Learn more about the ability of humans to accurately assess their own behavior, the importance of ethics in neuromarketing, the scientific method for measuring persuasion, and how Dr. Christophe is now applying neuroscience to restore balance to the nervous system suffering from depression, anxiety, and stress.

Key Takeaways

• Human beings are unreliable reporters of the reasons for their behavior. We can learn more about human behavior — and the motives behind it — through observation than we can from dialogue. Humans are limited in their ability to describe their own experience. We have something like 60,000 emotions and only 6,000 words to describe them.
• Because the primal brain is responsible for helping us avoid suffering and protecting us from harm, it doesn’t respond to positive messages. If it’s not urgent, if everything is fine, the primal brain is not engaged. It’s the first station of processing, and it wants to know the answer to three questions: Why? Why now? And why me? If these three questions are not addressed by the primal brain, your message will never make it to the rational brain.
• People say they like choice. We even demand more choices. But we don’t really like it — because choice is a cognitive burden. So, the brain only ever really acknowledges one choice.

More Highlights

Check out Dr. Christophe’s books:

• The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime [Co-authored with Patrick Renvoise]
• The Ultimate Neuromarketing Research Guide: Neuroscience, Methods, and Ethics
• The Serenity Code: How Brain Plasticity Helps You Live Without Stress, Anxiety, and Depression (SAD)

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