Increase Your Influence With the Science of Immersion
The Art of Manliness
The Disconnect Between Liking and Immersion in Advertising
"People lie" is the short answer to why we like things that don't emotionally resonate with us. This becomes evident when we compare what people say they like in commercials versus what their brain actually responds to. To ensure accuracy, we measured the effectiveness of Super Bowl commercials live in a bar setting, disregarding the game itself. Surprisingly, there is zero correlation between what people claim to like and what immerses their brains. This is because we tend to prefer things that are familiar and easy, and we also try to be nice in our responses. However, there are commercials that may not be likable but greatly impact the brain. Ultimately, successful advertising is measured by how much it shakes up the brain and leaves a lasting impression for future purchases.
