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How are stories constructed? // The things we buy, the decisions we make, how we spend our time— stories govern all these actions. But how are these stories constructed? Specifically, what have we learned about how our brains make sense of and integrate new information?
The Stories We Construct
presented by
Stephen P. Anderson
www.getmentalnotes.com
www.getmentalnotes.com
FRAME HOW WE SEE OURSELVES IN THE FUTURE
GUIDE BEHAVIOR IN EVERY MOMENT
FRAME HOW WE SEE THE PAST NARRATIVES
GUIDE BEHAVIOR IN EVERY MOMENT
“Interesting, but...”
imagination or narrative?both are overlays on whatever is “real”
People assume that they perceive reality as it is, that our senses accurately record the outside world. Yet the science suggests that, in important ways, people experience reality not as it is, but as they expect it to be.—Jonah Lehrer
http://scienceblogs.com/cortex/2008/02/the_power_of_expectations.php
THE THINGS WE BUY,THE DECISIONS WE MAKE, HOW WE SPEND OUR TIME-- STORIES GOVERN ALL THESE ACTIONS.
THE THINGS WE BUY,THE DECISIONS WE MAKE, HOW WE SPEND OUR TIME-- STORIES GOVERN ALL THESE ACTIONS.
THE THINGS WE BUY,THE DECISIONS WE MAKE, HOW WE SPEND OUR TIME-- STORIES WE CONSTRUCT GOVERN ALL THESE ACTIONS.
“Essentialism”
How much would you pay for this pen?
http://www.nakaya.org/eindex.html
You had to be there! Video of my friend Steve talking about his Nakaya Pen
How much would you pay to have this shirt?
(Not a copy, but the actual one worn by Steve Jobs when he
announced the iPhone!)
How much would you pay to have this shirt?
(Not a copy, but the actual one worn by Steve Jobs when he
announced the iPhone!)
Do you want me to wash the shirt before I give it to you?
“Positive Contagion Theory”
http://books.google.com/books?id=g7qqPdaVrYgC&lpg=PA103&ots=idBa8Fs1uZ&dq=%E2%80%9CPositive%20Contagion%20Theory%E2%80%9D&pg=PA103#v=onepage&q=%E2%80%9CPositive%20Contagion%20Theory%E2%80%9D&f=false
“How much would you pay for [a famous serial killer]’s sweater?“
(In many states, home sellers are required by law to disclose if a murder previously
took place in the house.)
brain scans confirmed that people don't just think the more expensive (but identical) wine tasted better—it actually really did taste better…
http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price
http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
...or Han van Meegeren?
Vermeer
http://en.wikipedia.org/wiki/Han_van_Meegeren
FRAME HOW WE SEE OURSELVES IN THE FUTURE
GUIDE BEHAVIOR IN EVERY MOMENT
FRAME HOW WE SEE THE PAST NARRATIVES
GUIDE BEHAVIOR IN EVERY MOMENT
NARRATIVES
MEMORIESASSOCIATED METAPHORS
EXPECTATIONS
DIRECT EXPERIENCES
KNOWLEDGE
SELF-IMAGE
SOCIAL PROOF
SOMATIC MARKERS
PHYSICALASSOCIATIONS
FRAMING
MOOD/AFFECT
THE THINGS WE BUY,THE DECISIONS WE MAKE, HOW WE SPEND OUR TIME-- STORIES WE CONSTRUCT GOVERN ALL THESE ACTIONS. HOW ARE THESE STORIES CONSTRUCTED?
(Volunteers needed)
FIRST, AN INTRODUCTION TO THE BRAIN!
You had to be there! We role-played how the brain makes a decision.
EXTERNAL STIMULUS
Limbic Center(focus on the Hippocampus & Amygdale)(most primitive, seat of unconsciousness, drives)
MEMORY (REPRESENTATIONS)
Pre-Frontal Cortex(consciousness, meaning, choice)
“Cortext“ Long-term memory of representations
BEHAVIOR CONSCIOUS CHOICE(VIA MOTOR CENTERS)
PERCEPTION (VIA THE SENSES)
*which aren’t all that reliable!
COGNITION
REPRESENTATIONS& ASSOCIATIONS
(also why I started thinking about “how“ stories are constructed...)
REPRESENTATIONS& ASSOCIATIONS
Who is this?How do you know?
What is this?Does the tree know that it’s a tree?
Why do we know these are all the letter A?
A A A AAA A A
A A A AA
A
AA A A A A
What is this? How do you know?
(close your eyes)
What is this sound?How do you know?
http://www.flickr.com/photos/49503002894@N01/3680138/
What is this girl feeling?
What happens if you touch this?
What happens if you touch this?
METAREPRESENTATIONS
CONCEPTUAL METAPHOR
IMAGE SCHEMA
CONCEPTUAL BLENDS
CONCEPTUAL FRAMES / SCHEMA
CHUNKING
SCHEMAS
SITUATION MODELS
EPISODICREPRESENTATIONS
MIMETIC REPRESENTATIONS
MYTHIC REPRESENTATIONS THEORETIC
REPRESENTATIONS
OBJECTS
SYMBOLS
PATTERNS
SOMATIC MARKERS
?
REPRESENTATIONS& ASSOCIATIONS
Video clip from Ratatouille (Anton Ego’s nostalgia scene)
Remember mind maps?
www.getmentalnotes.com
www.getmentalnotes.com
!"
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
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LIST A FEW MOVIES PIXAR HAS MADE.
a person reads a list of words including the word table...
later: “complete a word starting with tab”
(probability that subject answers table is higher than for non-primed people.)
www.getmentalnotes.com
www.getmentalnotes.com
“aesthetic” associations
Bouba-Kiki Effect
http://www.fastcompany.com/magazine/104/moto.html
Ready for the freaky stuff?literal-metaphorical confusions
Students who had recently been cradling the warm beverage were far likelier to judge the fictitious character as warm and friendly than were those who had held the iced coffee.
http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
Volunteers would meet one of the experimenters, believing that they would be starting the experiment shortly. In reality, the experiment began when the experimenter, seemingly struggling with an armful of folders, asks the volunteer to briefly hold their coffee. As the key experimental manipulation, the coffee was either hot or iced. Subjects then read a description of some individual...
Those who read about scary bacteria before thinking about the U.S. as an organism were then more likely to express negative views about immigration.
Subjects either did or didn’t read an article about the health risks of airborne bacteria. All then read a history article that used imagery of a nation as a living organism with statements like, “Following the Civil War, the United States underwent a growth spurt.”
http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
Volunteers were asked to evaluate the resumes of supposed job applicants where, as the critical variable, the resume was attached to a clipboard of one of two different weights.
Subjects who evaluated the candidate while holding the heavier clipboard tended to judge candidates to be more serious, with the weight of the clipboard having no effect on how congenial the applicant was judged. After all, we say things like “weighty matter” or “gravity of a situation.”
http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
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“designated driver”
“Stories, powerful stuff. Got it. What next?”
http://www.poetpainter.com/thoughts/article/classifying-experiences
presentation layer
communications layer
perceptions
The ‘thing’ itself
COMPANY SPACE
PERSONAL SPACE
presentation layer
communications layer
perceptions
The ‘thing’ itself
ENGAGINGTRANSACTIONAL
COMPANY SPACE
PERSONAL SPACE
EMPHASIS ON BRAND BUILDING
EMPHASIS ON
DIRECT
MESSAGING
APPEALS TO
EMOTIONS
APPEALS TO REASON
presentation layer
communications layer
perceptions
The ‘thing’ itself
EMOTIONALRATIONAL
COMPANY SPACE
PERSONAL SPACE
EMPHASIS ON BRAND BUILDING
EMPHASIS ON
DIRECT
MESSAGING
APPEALS TO
EMOTIONS
APPEALS TO REASON
presentation layer
communications layer
perceptions
The ‘thing’ itself
http://www.poetpainter.com/thoughts/article/classifying-experiences
http://www.poetpainter.com/thoughts/article/classifying-experiences
WE SEEK TO UNDERSTAND THE WORLD THROUGH COHERENT STORIES.
STORIES ARE IN OUR HEADS AND CHANGING ALL THE TIME.
STORIES ARE CONSTRUCTED THROUGH ASSOCIATIONS.
STORIES DRIVE BEHAVIOR.
“What is your story?”
Thanks!!Stephen P. Andersonwww.slideshare.net/stephenpa @stephenandersonwww.poetpainter.comwww.getmentalnotes.com
