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

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College Students Psychotherapy

59% 57%

41% 43%

Perc

enta

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Speaker

Audience

Provine, R. Laughter: A Scientific Investigation. c2000

C. Marci, M.D. © 2013

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Patients Therapists

77%

10%

23%

90%

Perc

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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

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Patient-Doctor Empathy

© Innerscope Research, Inc. 2013

EMPATHY

C. Marci, M.D. © 2013

ROC Moment Ratio: 0.27

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R

Correlation (sec)

SC Concordance Score -1.31

Sample Discordant Responses

C. Marci, M.D. © 2013

ROC Moment Ratio = 12.5

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SC Concordance Score 2.53

-1

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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

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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

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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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