oxytocinTag Archives:

How to Excite the Moral Molecule in Your Audience to Make You More Trustworthy

When you tell a good story, you change the chemistry in your audience’s brain. For instance, when you create conflict in your story, the steroid hormone cortisol is released to…

Park Howell

How UPS’ viral story has our brains hopped-up on oxytocin and why it matters to marketers

I have been studying neuroeconomist Paul Zak’s work on storytelling and how it actually changes the chemistry in our brain. When we’re seduced by a good story, we produce cortisol,…

Park Howell