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Carl D. Marci, M.D., CEO, Chief Research Officer, Innerscope Research Clinical Assistant Professor of Psychiatry Chair, Endowment for the Advancement of Psychotherapy
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C. Marci, M.D. © 2013 Courtesy of the MIT Media Lab
C. Marci, M.D. © 2013
Skin
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23:35 23:40 23:45 23:50 23:55 24:00 24:05
Time
Large Stimulus
Large Amplitude Response
Increased Tonic Level
Small Amplitude Response
Tonic Level
Small Stimulus
C. Marci, M.D. © 2013
Hypothalamus
Pituitary Gland
Amygdala
Hippocampus
Thalamus
Mammillary Bodies
Fornix
Path to Peripheral Nervous System
C. Marci, M.D. © 2013
Definition of laugh episode: “Any highly stereotyped
utterance characterized by multiple forced, acoustically
symmetric, similar vowel-like notes separated by a
breathy expiration in a decrescendo pattern.”
R. Provine, 1993
C. Marci, M.D. © 2013
0
20
40
60
80
100
College Students Psychotherapy
59% 57%
41% 43%
Perc
enta
ge
Speaker
Audience
Provine, R. Laughter: A Scientific Investigation. c2000
C. Marci, M.D. © 2013
0
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40
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Patients Therapists
77%
10%
23%
90%
Perc
enta
ge
Speaker
Audience
Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004
C. Marci, M.D. © 2013
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Patient Therapist
0.70 0.52
2.45
1.44
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C C
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uS)
Alone
Both
*
*
Marci C.D., Moran E.K., Orr S.P. J. Nervous & Mental Diseases 2004 * p < 0.05
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Patient-Doctor Empathy
© Innerscope Research, Inc. 2013
EMPATHY
C. Marci, M.D. © 2013
ROC Moment Ratio: 0.27
10
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Time
uS
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-0.8
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1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201
R
Correlation (sec)
SC Concordance Score -1.31
Sample Discordant Responses
C. Marci, M.D. © 2013
ROC Moment Ratio = 12.5
0
10
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Time
uS
SC Concordance Score 2.53
-1
-0.8
-0.6
-0.4
-0.2
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1 9
17
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41
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113
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Correlation (sec)
R
Sample Concordant Responses
R = 0.47, p = 0.03
Physiologic Concordance vs. Empathy
Concordance Score
1.0.8.6.4.20.0
Em
pa
thy
40
30
20
10
0
C. Marci, M.D. © 2013
Marci C.D. et al. J. Nervous & Mental Diseases 2007
C. Marci, M.D. © 2013
Wild et al. Neural Correlates of Empathy. Brain. 2003
PAG
Amygdala
Cerebellum
ANS & Cervical Motor
Neurons
SMA
Acc/PFC
Thal/BG
RAS
Facial Action
C. Marci, M.D. © 2013
Brain Response
Imitation Observation
Carr et al. PNAS 2003
C. Marci, M.D. © 2013
Singer et al. Science. 2004
Self Other
C. Marci, M.D. © 2013
Empathic Concern Empathy Ratings
ACC ACC
Insula Insula
r = 0.62 r = 0.52
r = 0.52 r = 0.72
Singer et al. Science. 2004
Singer et al. Science. 2004
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Engagement with Media
© Innerscope Research, Inc. 2013
EMOTION
Natural language definition:
“Engagement is attention to something that emotionally impacts you.”
Biological definition:
C. Marci, M.D. © 2013
Greater immersion leads to enhanced activity in the emotion and empathy-generating centers of the brain.
C. Marci, M.D. © 2013
Higher levels of flexibility in a platform allow a greater range of interactions
with and awareness of the outside world.
C. Marci, M.D. © 2013
Limbic System/Mirror Neurons
Rational/Cognitive
IMM
ERSIV
E
FLEXIBLE
C. Marci, M.D. © 2013
IMM
ERSIV
E
FLEXIBLE
Limbic System/Mirror Neurons
Rational/Cognitive
C. Marci, M.D. © 2013
Limbic System/Mirror Neurons
Rational/Cognitive
IMM
ERSIV
E
FLEXIBLE
C. Marci, M.D. © 2013
http://www.collegeonline.com/uncategorized/facebook-hiding-tricks/
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C. Marci, M.D. © 2013
C. Marci, M.D. © 2013
Digital Native?
Millennials Gen X and Boomers
or Digital Immigrant ?
C. Marci, M.D. © 2013
• Heart Rate • Skin Conductance • Respiration • Motion
Biometric Belt POV Camera
Regular Glasses
POV Mini-Cam Glasses
+
C. Marci, M.D. © 2013
Attention Emotion Time
C. Marci, M.D. © 2013
49% 32%
51% 68%
Native Immigrants
Non-Digital Media
Digital Media
Percentage of Time Spent with Media Throughout Non-Work Hours Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
C. Marci, M.D. © 2013
27
17
Natives Immigrants
Average Number of Media Platform Switches Per Non-Working Hour
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
35%
C. Marci, M.D. © 2013
Wider spans in between switching from single platform to multiplatform
Digital Immigrant - Isaac Digital Native - Nate
Shorter spans in between switching from single platform to multiplatform
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
Emotional high
Emotional low
Single-Platform Multi-Platform
Immigrants -35%
Natives -45%
C. Marci, M.D. © 2013
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
47% 43%
47%
36% 34% 33%
Easily bored Easily distracted Get nervous easily
36% 34% 33%
Easily bored Easily distracted Get nervous easily
Natives Immigrants
C. Marci, M.D. © 2013
Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference
C. Marci, M.D. © 2013
“Someday, someday – but certainly not now – I’d like to learn how to have a conversation.”
A 16-year-old boy says…
The Flight From Conversation By SHERRY TURKLE, April 21, 2012
Limbic System/Mirror Neurons
Rational/Cognitive
IMM
ERSIV
E
FLEXIBLE
C. Marci, M.D. © 2013
C. Marci, M.D. © 2013
• People spend lots of time with media • Natives spend more time with digital platforms • 65% take devices from room-to-room
• Natives: Almost nothing deserves their full attention • 27 switches per hour! (fluid, non-conscious) • Easily bored, easily distracted, more nervous • Comfortable with non-linear
• Emotional consequences • Natives use media to regulate mood • Shifting attention constrains emotional engagement
• Highs are not as high, lows are not as low • BUT - when you capture the undivided attention of a
Native there are big rewards
C. Marci, M.D. © 2013
• Get to the point quickly o Instant gratification, emotional intensity from the start
• Make it really easy to consume o Stories: snacking vs. three course meals o Multiple access points and multiple platforms, visual call-outs - allow
non-linear participation
• Put Emotion at the Center of Your Research o Engage with relevant stories, relatable characters, integrated up-beat
music, strong stories, surprising twists
• Increased Engagement = More Emotionally Relevant Messages
Assignment: • Identify a specific business challenge or problem you deal with
in your current role that keeps you up at night. Specifically, think about the challenges you face on a daily basis with your creative development, media planning, product development/innovation process, sales and marketing strategy, competitive advantage, or customer satisfaction.
• Considering what you learned today about the brain and
nonconscious emotions, how might you use emotion-based insight to think about your specific challenge or problem differently? Perhaps even solve for it?
Process:
– Break into small groups (5-10) – Each group member should share his/her particular
challenge with the group – Spend a few minutes brainstorming as a group about how
each member might use emotion-based insight to help solve their specific challenge
– Designate a group leader to share 1-2 of the group’s challenges/solutions with the broader audience
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