HABITUATION IS INFLUENCED BY 2 FACTORS
STIMULUS INTERNAL VARIATION Degree of change over time
SUBJECTIVE AROUSAL Perceived novelty and familiarity
after 2000 below 4s
SHORT SHOTS INCREASE VIEWER RESPONSE
1930s/1940s about 10s
Shot lengths have grown shorter
Shorter shots contain more motion AND movement
Motion and movement have increased significantly
CHANGE THE STIMULUS TO GET ATTENTION
Graphics Informal Dynamic Dialogue Stories Simplicity
FROM TO
Text Formal
Static Monologue
Facts Complexity
ACTION
Rexi MethodTM
DECISION MEMORY ATTENTION
CONTROL THE “10%”
Use frequent stimulus change to avoid habituation.
FORMULA FOR (WELCOMED) UNCERTAINTY
Each event can happen with equal probability
Any number of alternative events can occur
Sequence is unknown
HOW DO YOU PROVIDE THESE ELEMENTS IN YOUR MARKETING?
REWARD UNCERTAINTY ANTICIPATION + alternatives + suspense + discovery
Rexi MethodTM DETERMINE THE “10%”
• Provide a reward • Build anticipation • Include uncertainty (alternatives,
suspense, and discovery)
DECISION MEMORY ATTENTION
Increase the level of dopamine
ACTION
Use frequent stimulus change to avoid habituation.
Rexi MethodTM CONTROL THE “10%”
Balance recognition + surprise
DECISION MEMORY ATTENTION
ACTION
• Provide a reward • Build anticipation • Include uncertainty (alternatives,
suspense, and discovery)
Increase the level of dopamine
Avoid habituation with frequent stimulus change.
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HOW TO USE BRAIN SCIENCE TO CREATE MEMORABLE CONTENT
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