Brain researchers have figured out what makes you cry at the movies. Mirror neurons make you do it. Your brain, somewhat confused about reality, responds to the tear-tapping scene as though you were the actor you have empathetically connected with.
The discovery of mirror neurons by an Italian research team is considered by some to be one of
the potentially most important discoveries in brain science in at least a decade.
Like many great discoveries, the existence of mirror neurons was revealed accidentally.
Researchers had been tracing brain activity in macaque monkeys generated by physical activity such as reaching for a peanut. One day one of the researchers reached for a peanut while a macaque was stilled wired but sitting idly by. Immediately the crackling sounds of electrical activity generated by the macaque’s brain was heard through the monitors as though it was the macaque reaching for the peanut.
Once again I raise the perennial question: What does this have to do with marketing?
Well, just about everything.
It is clearly self-evident that when one person demonstrates an empathetic connection with another person, the second person’s response is most likely a positive one that pulls the two people closer together. That is what marketing is about: closing the space between consumer and marketer.
Now it would seem, based on discovery of mirror neurons, that communication objectives include triggering the firing of mirror neurons. If what you have to say doesn’t do that you’ll find it harder to arouse and retain the attention of the consumer.
PBS’s Nova recently did a 14-minute piece on mirror neurons which you can access at on the PBS website. Take 15 minutes out of your busy schedule to watch this short film. You’ll find it worthwhile.
posted by AcrosticGuy @ 8:44 PM
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