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Unconscious Branding

How Neuroscience Can Empower (and Inspire) Marketing

Narcissism
From Illness to Adaptation

Douglas Van Praet on October 9, 2023

Researchers have unmasked a fresh new perspective on narcissistic personality disorder that may improve treatment and help stem the tide of narcissistic injury and abuse.

Researchers have unmasked a fresh new perspective on narcissistic personality disorder that may improve treatment and help stem the tide of narcissistic injury and abuse.

Career
Why Small Incentives Can Work Better Than Big Ones

Douglas Van Praet on October 8, 2022

If you think bonuses, discounts or prizes are great ways to influence action, think again. Smaller rewards not only cost less, but they can be much better at changing minds.

If you think bonuses, discounts or prizes are great ways to influence action, think again. Smaller rewards not only cost less, but they can be much better at changing minds.

Memory
The Power of Innuendo in Ads

Douglas Van Praet on December 22, 2019

Advertisers and consumers need to think more about the connotations than the actual messages.

Advertisers and consumers need to think more about the connotations than the actual messages.

Media
Emotional Contagion Drives Social Media

Douglas Van Praet on September 22, 2019

From arousing our attention to compelling us to click, our feelings (not the facts) make the World Wide Web go ‘round. 

From arousing our attention to compelling us to click, our feelings (not the facts) make the World Wide Web go ‘round. 

Pessimism
The Upside of Negativity

Douglas Van Praet on December 28, 2018

Conventional wisdom suggests that if you want to truly inspire creativity you should focus on positivity. But that's not how innovative thinking actually works.

Conventional wisdom suggests that if you want to truly inspire creativity you should focus on positivity. But that's not how innovative thinking actually works.

Attention
Why Life’s Better When We’re Together

Douglas Van Praet on February 18, 2018

A fascinating study shows that our feelings and perceptions of day-to-day experiences our amplified when we share them with others.

A fascinating study shows that our feelings and perceptions of day-to-day experiences our amplified when we share them with others.

Forgiveness
Why Negative Thoughts Are Normal

Douglas Van Praet on May 7, 2017

We're all wired for negativity for good reason: It helped us survive. But today, these tendencies backfire. So forgive yourself, move on, and feel joy for a change.

We're all wired for negativity for good reason: It helped us survive. But today, these tendencies backfire. So forgive yourself, move on, and feel joy for a change.