Christopher Graves, founder and president of the Ogilvy Center for Behavioral Science, has drawn a full Salon E at the Marriott. This will be my last session at South By Southwest this year. I hope there are a few brain cells available to learn something. @cgraves
This guy’s a live wire, working the room in an energetic way.
Antonio Damasaio: Descarte’s Error. Emotional part of the brain is the one that makes decisions. You might think you are being rational. Emotional brain will win out. You need rational in order to explain your decisions.
Charles Lord coined phrase confirmation bias. Huge human thing, falls under motivated reasoning, filter bubble.
Proofiness. Charles Seife book. You can move people with pseudo science. Trivial graphs and formulas increase ad persuasiveness and :product efficacy. Be careful with this one. Don’t use it unethically.
Video about a father’s daughter marrying another woman. You have to decide if you are going to lose your child. Once we saw how happy they were made the trepidation go away. You come to terms with it. It’s supposed to be this way. Video shows him speaking at her wedding. Very moving story. Find your understanding. It’s an Expedia ad.
Accident #3: 1992 Gicacomo Rizzolatti in Italy, trying to map the brain’s firing of neurons. He used monkeys. Put tiny probe at brain place that fired when monkey put food to mouth. Neurons that fire together, wire together.
If you are crafting a narrative, try to draw it. How do you draw a paradigm. Your brain can’t digest as quickly as concrete language.
Thinking Fast and Slow, Nudge – fantastic books.
Why do you just not get me? Yale research. Polling up to election. Pollsters missed larger group. Matthew Macwilliams article said one trait predicted Trump supporters. Parenting style. respect for elders, obedience, well-behaved, good manners. There is a strong leader and obvious pecking order. If you understand people who see world that way.
Your expert is my idiot and vice versa. What do you do when there is no irrefutable evidence?
Details, not message. More effective.