3 min read

The Science of Superfans

By Paul J. Zak on Jul 28, 2020 5:13:33 PM

Superfans are thrilled by an experience and they respond in an oversized way.  The scientists at Immersion wondered if superfans just appeared randomly during an experience or if they shared commonalities.  We traced a propensity to superfandom to two personality traits: agreeableness and empathy.  These warm and friendly human beings have high "affect intensity" meaning that they experience stronger emotional responses to experiences compared to other people. 

Topics: Entertainment marketing
3 min read

Why we give to charity

By Paul J. Zak on Jul 20, 2020 8:19:00 AM


Ben.  The little boy's name is Ben.  He looks so happy.  So, why is his father heartbroken? 

Topics: marketing Giving
2 min read

Immersion on the Move

By Paul J. Zak on Jul 6, 2020 3:20:34 PM

Every year cars have more automated features, but some people still want to get on the road simply for the fun of driving.  Driving is especially enjoyable when one has the right vehicle for the journey.  I have a Hummer that my dog and I take out to the mountains. I did some research on on off-road vehicles before I bought my Hummer, drove a couple of used ones, and then took the plunge.  Just like dating, it is hard for people to know which car is the right match for them. 

Topics: marketing Events
2 min read

Creating Extraordinary Customer Experiences

By Paul J. Zak on May 21, 2020 10:00:00 AM

After two days, I resolved that Canberra is the world's most boring city.  That is why I went back to Sydney. 

Topics: marketing Events
2 min read

Size Matters. How Facebook & Immersion Figured Out What People Love

By Paul J. Zak on Apr 7, 2020 8:23:00 AM

The largest advertiser in the world, consumer products company Proctor & Gamble, cut their digital advertising by over half a billion dollars between 2018 and 2019 because they could not show it was effective. 

Topics: Entertainment marketing
2 min read

Your Virtual Events are the New TV

By Scott Brown on Apr 3, 2020 6:15:00 AM

Will your attendees stay tuned or click away? 

Topics: Training marketing Events
1 min read

The Power of Distributed Neuroscience

By Paul J. Zak on Mar 12, 2020 6:00:00 AM

Fears of the COVID-19 variant of the coronavirus are impacting all unnecessary gatherings, including attending conferences and date nights at the movie theater.  While many of us are now working from home, how is this impacting industries where gathering groups of people are the core of their business?

Topics: marketing
2 min read

Why We Remember

By Marketing on Feb 13, 2020 3:28:21 PM

The first time you met your life partner.  Birth of your child.  The destruction and death of 9/11/2001. They are seared into your memory. 

Topics: Training marketing recall