❖ Paul ZakTag Archives: ❖
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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…
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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,…