Speaker: Morin, C. (SalesBrain)
Date: 15 November 2018
SMA hosted a speaker session presented by Dr. Christophe Morin (SalesBrain) as a part of its SMA General Speaker Series. During his presentation, Dr. Morin discussed how cognitive science can be used to better understand persuasion science theory. He explained the cognitive bias codex (an inventory of all known cognitive biases) and highlighted a few examples. He then introduced a guiding principle of effective advertising campaigns called “persuasion probability,” and discussed each of the variables used in the calculation of this probability. Furthermore, he stated that we must recognize that unless a message is framed and pre-packaged for the “primal brain” (the part of the brain that is most susceptible to influence and dominates / subconsciously controls what we perceive and feel), the probability of the message having an impact is fairly low. Dr. Morin also outlined the five research modalities used to determine the extents to which the “primal brain” and the “rational brain” are affected by a certain message. He then emphasized the importance of recognizing that dual-perception is a key element of persuasion science. To conclude his presentation, Dr. Morin outlined the characteristics of, and the differences between, the “primal brain” and the “rational brain,” as well as the six types of “primal stimuli” (personal, contrastable, tangible, memorable, visual, and emotional) that dictate the chemistry of persuasion.