437. The Science of Immersion: Transforming Business with Dr. Paul Zak

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In episode 437 of The Brainy Business podcast, Melina Palmer welcomes Dr. Paul Zak, a distinguished University professor at Claremont Graduate University and a top 0.3% most cited scientist. Known for his pioneering research in behavioral neuroscience, Paul has authored several influential books, including Trust Factor and The Moral Molecule. His latest book, Immersion, explores the neuroscience behind happiness and extraordinary experiences. Paul is also a four-time tech entrepreneur and the founder of Immersion Neuroscience, a platform that measures brain activity to improve outcomes in various fields such as entertainment, education, and advertising.

Throughout the episode, Paul shares insights from his extensive research, including the profound effects of oxytocin on human behavior and the importance of storytelling in building trust. He discusses the concept of immersion, a state of deep engagement driven by neurochemicals like dopamine and oxytocin, and how businesses can leverage this to create memorable customer experiences. Paul also introduces his latest venture, the SIX app, designed to measure and enhance emotional wellness by tracking peak moments of engagement.

In this episode:

• Discover the science behind immersion and its impact on customer engagement.
• Learn how storytelling can build trust and influence behavior.
• Explore practical strategies for creating memorable customer experiences.
• Understand the role of emotional wellness in employee performance.
• Get insights into the SIX app and its potential to improve emotional health.

Show Notes:

00:00:00 - Introduction Melina Palmer introduces Dr. Paul Zak and his extensive background in behavioral neuroscience and entrepreneurship.

02:00 - Paul's Background Paul shares his journey, including his roles at Claremont Graduate University and Immersion Neuroscience.

07:00 - Neuroscience as a Service Discussion on the concept of neuroscience as a service and its applications in various industries.

12:00 - The Power of Oxytocin Paul explains the behavioral effects of oxytocin and its role in building trust.

17:00 - Immersion and Engagement Exploration of the concept of immersion and how it drives customer engagement and memorable experiences.

23:00 - Storytelling and Trust Discussion on the importance of storytelling in creating trust and influencing behavior.

28:00 - Practical Applications Paul shares examples of how businesses can create high-immersion experiences to enhance customer loyalty.

33:00 - Emotional Wellness and Employee Performance Introduction to the SIX app and its role in measuring and improving emotional wellness.

38:00 - Real-Time Feedback and Emotional Health Discussion on the app's features, including real-time feedback and its potential to enhance emotional health.

51:00 - Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

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Connect with Paul:

• LinkedIn
• Immersion
• App

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Check out and get your copies of Melina’s Books.

Get the Books Mentioned on (or related to) this Episode:

• What Your Customer Wants and Can't Tell You, by Melina Palmer
• The Experience Maker, by Dan Gingiss
• Choice Hacking, by Jennifer Clinehens
• Immersion, by Paul Zak
• Alchemy, by Rory Sutherland

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