How do we know that stories influence one’s likelihood to purchase? A neuroscientist created an immersion score, which determines how purchase decisions are impacted. The score is made up of two parts: heart rate signals and oxytocin. Your heart rate signals determine how much attention you’re paying to something, while the oxytocin reveals the level of emotional connection you feel. Your heart rate + your oxytocin level = your immersion score for a particular piece of content. This score is used to determine what influences people when they’re watching or reading content.
See what happens inside the brains of four marketing leaders when they watch a certain type of advertisement.