brainworms
by tijan watt

A brainworm is something that
lodges itself in your head
It’s something you’re not likely to
forget
Brainworms rely on neuroscience
principles

Novelty

In Electro-Encephalograms (EEG),
people register P300 brain wave
formations when they are surprised
Creates a mental state associated
with incongruence; updates new
associations and memory

Emotion

The seat of emotion in the brain is
the hippocampus, the ‘reptilian brain’
It is also the seat of long term
memory
And the sense of smell

Vision

Vision is processed in the brain, not
the eye
All vision is illusion
Vision is composed of several vision
systems: movement, context,
aggregation

Attention

Paying attention is as important as
seeing
Eye movements are not continuous,
they saccade in discontinuous jumps
Context facilitates vision

Anchoring

people use mental references to re-
assemble memory
In negotiation, deals are made
closer to the anchor value
High concept pitches

Recognition

Recognition is built on visual
processing, heuristics, integration,
and context (Sinha MIT)
Black and Decker tools re-branded
to DeWalt to re-inforce industrial
positioning
Recognition includes culture,
context and expectation

Special Thanks
The Sinha Laboratory for Vision Research
at MIT

thank you!