Dr. Zak shares his findings on how immersion can be used to create better ads, improve training and education, and even enhance personal well-being. Dr. Paul J. Zak is a Professor of economics, psychology and management at Claremont Graduate University. His newest book is Immersion: The Science of the Extraordinary and Source of Happiness.
Highlights of Conversation
Immersion, not “liking,” is the key to effective communication: Dr. Zak explains that people may consciously claim to like something, but their brain’s unconscious response reveals a different story.
Immersive Experiences are Social : Dr Zak explains that extraordinary experiences arise from understanding social value. Positive social interactions create loyalty and enhance overall experience.
Immersive ads lead to sales bumps: Dr. Zak shares examples of ads that were initially disliked but ultimately drove sales due to their high immersion levels. He says ""High immersion ads that are not very likable can still be compelling to your brain." Immersive 'Flavoured Diet Coke' ads in 2018 , were not well liked but led to a significant sales bump.
Place ads during Peak Immersion Moments: Successful advertising should place branding and calls to action during peak emotional moments within the narrative, rather than at the end when immersion is typically lower.
The future of advertising is immersive: Dr. Zak suggests that advertisers should focus on creating shorter, impactful ads that evoke strong emotions and leave a lasting impression on viewers. He says "Immersive ads create memorable experiences that drive behaviour." He advises advertisers to learn from movie trailers which often tell half a story, leaving the resolution to drive ticket sales.
The Tuesday app promotes emotional fitness: Dr. Zak’s team has developed an app that provides daily goals for social interaction and tracks emotional well-being.
Connect/Follow Paul on Linkedin https://www.linkedin.com/in/paul-zak-91123510/
Paul's website https://www.getimmersion.com
Paul's Book on Amazon https://www.amazon.in/Immersion-Science-Extraordinary-Source-Happiness/dp/1544531958
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00:00 Preview & Introduction to Dr. Paul Zak
02:41 Neurological Immersion: What Does It Really Mean?
05:05 How Do We Measure Immersion?
06:11 The Moral Molecule: Why Oxytocin is the Key to Social Behaviour
09:30 Creating Peak Immersion Experiences
12:30 80-20 Rule, Why Being Empathic Makes Good Business Sense
19:35 Neurological Immersion in Ads: The Game-Changer for Marketing
22:34 Why Do We Love the Weirdest Ads? Liking Is Not Enough
25:13 Attention is Dead, Immersive Ads Sell: The Diet Coke Case Study
28:57 Why Do Most Ads Fail to Impact Sales? The Importance of Attention and Narrative
32:43 Six-Word Stories: Can Bumper Ads Be Truly Immersive?
35:38 What Advertising Can Learn from Movie Trailers, Thrillers
39:22 Repeat Viewing of Guinness' Empty Chair: The Perfect Example of an Immersive Ad
42:48 Tuesday's Not Just for Tacos: Introducing the Emotional Fitness App
47:11 Rapid Fire with Paul Zak
49:06 Connect to Dr. Paul Zak
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