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331. Paul Zak — Immersion: The Science of the Extraordinary and the Source of Happiness

The Michael Shermer Show

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Is It Neuronal Fatigue or Muscle Fatigue?

A major advertising company challenged Paul Zach to test his theory on the impact of Super Bowl ads. He found a strong positive statistical relationship between immersion and those measures of buzz if you will. "I think the liking is just a weird complicated irrelevant measure," he said.

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