Neurocommunication

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Neurocommunication is a new, scientific way of looking at corporate communication . Neurocommunication is based on the neuroscientific insights gained into the human brain in recent years ; in particular, the findings from the field of neuroeconomics and neuromarketing are included.

Nowadays it is no longer a challenge to reach target groups by technical means. The aim of neurocommunication is therefore the tactical and strategic realignment of corporate communication and marketing according to the findings of the neurosciences . For this purpose, rules that can be proven by neuroscience are followed.

Criteria of neurocommunication

Reduction: Less is more: the working memory can handle seven different pieces of information at the same time. As in a pile, when new information arrives, old information is dropped from working memory. The nervous system reduces the information in a ratio of 1,000,000 to 1 on the way from sensory perception to consciousness. This reduction process ultimately creates the assessment.

Association: The aim is to convey information with positive associations ( Hebbian plasticity "cells that fires together, wires together") via the hippocampus into long-term memory .

Biological realism: behavior is based on striving for the imperatives of dominance, stimulation and balance. The biological imperatives are manifestations of biological fitness (passing one's own genes on to the next generation as successfully as possible).

Consistency: Conflicting information creates cognitive dissonance and activates the striving for balance. What is important is differentiated from what is not.

Emotio beats ratio: the innervation from the subcortical region into the cortex is significantly stronger than the innervation from the cortex into the subcortical regions.

Repetition: Learning neural networks through training, i. H. through repetition. This is how the synapse weights are set.

Structure - learning through linearity: neural networks only learn in a structured environment. In a chaotic environment, the synapse weights cannot adjust to something regular.

literature

  • MA Umilta, E. Kohler, V. Gallese, L. Fogassi, L. Fadiga, C. Keysers , G. Rizzolatti : I know what you are doing. a neurophysiological study. In: Neuron. Volume 31, No. 1, 2001, pp. 155-165.
  • CF Zink, G. Pagnoni, ME Martin-Skurski, JC Chappelow, GS Berns: Human striatal responses to monetary reward depend on saliency. In: Neuron. Volume 42, 2004, pp. 509-517.
  • G. Bittner, E. Schwarz: Emotion Selling - Selling measurably more through new findings in neurocommunication. Gabler-Verlag, Wiesbaden 2010, ISBN 978-3-8349-1765-2 .