The Universal Signal: How Resonance Drives Connection

The story begins a century ago when German psychiatrist Hans Berger unveiled the electroencephalograph EEG in 1924 Bergeramp8217s breakthrough built on the pioneering work of Richard Caton and Adolf Beck who first detected electrical activity in animal brains in the late 1800s Their discoveries set the stage for a revolution in understanding how our minds connect and communicateIn 1965 researchers Duane and Behrendt made history by simultaneously recording the brain activity of identical twinsamp8212a technique now known as amp8220hyperscanningamp8221 Separated by six meters the twins showed a remarkable connection when one closed their eyes the other39s alpha brainwaves shifted hinting at a mysterious link between their mindsAlthough this was the first hyperscanning study the real surge in research on interbrain synchrony came decades later fueled by advances in neuroimaging like fMRI in the early 2000sCarl Marci in 2007 reported that EEG synchrony between the brain of the psychiatrist and the patient is an important factor in helping patients release themselves from neurotic conditions Carl later applied EEG synchrony to advertising demonstrating that this brain signal is highly correlated with advertising effectivenessWharton Neuroscience was the first to demonstrate that EEG synchrony strongly predicts the incremental sales effect of advertising with an unmatched 091 correlation and R Squared of 082 By comparison the strongest correlation of other known predictors is the 048 R Squared reached by RMT Motivations which was found to have this level of relationship with IRI sales by the Advertising Research Foundation Cognition CouncilIsnamp8217t it amazing that certain stimuli can trigger synchronized brain activity across large groups of people as if touching a universal nerveWhen this occurs advertising success can occur on a grand scale achieving widespread recognition engagement and advocacyamp160Dr Michael Platt of Wharton Neuroscience talks about how EEG synchrony is related to the concept of resonance amp8220Synchrony is the ultimate sign that communication is actually taking placeamp8221 he says amp8220The brain of the communicator and the communicatee are in resonance with one another A point has been gotten acrossamp8221 Plattamp8217s research shows this synchrony occurs across species highlighting its fundamental role in connection As a founder of Neuroeconomics he helped bridge neuroscience and behavioral economics building on the groundbreaking work of Daniel Kahneman who won the Nobel Prize for Thinking Fast Thinking SlowI hypothesize that you canamp8217t change someoneamp8217s mind without first establishing resonance By expressing genuine agreement on something important to them you open a brief window where theyamp8217re truly receptive to new ideasImagine youamp8217re a progressive and your closest loved one is a conservative If recent years have created a painful distance between you simply saying amp8220I agree that overregulation is a problemamp8221 can be transformative If theyamp8217ve never heard you acknowledge this before theyamp8217ll become suddenly attentiveamp8212and far more open to considering your perspective if only for a short timeResonance can be measured by EEG synchrony but traditional methods are slow and costlyamp8212especially for todayamp8217s fastpaced digital marketing world RMT Resonance offers a breakthrough itamp8217s a scalable affordable AI predictor of EEG synchrony Wharton Neuroscience research shows RMT Resonance is the most reliable indicator available outperforming other measures like EEG attention memory encoding and even eyetracking If you want to maximize impact and efficiency leveraging RMT is a sound strategyThe key to effective advertisingamp8212and even bridging divides in our worldamp8212lies in resonance When a message establishes genuine connection with its audience it triggers synchronized brain activity and opens the door to persuasion By using semiotic and semantic cues that signal shared values and placing messages in resonant contexts advertisers and communicators can maximize impact Resonance isnamp8217t just a scientific concept itamp8217s a practical strategy for driving engagement fostering understanding and creating real changePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

The Universal Signal: How Resonance Drives Connection

Author

Publish date

Channel

Archived in

Bill Harvey

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

The Universal Signal: How Resonance Drives Connection

Enjoying This Commentary? There's More to Love

Bill Harvey

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies