216. Wired for Words: A Neuroscientist’s Guide to Influence

In this episode of the Think Fast Talk Smart podcast, Matt Abrahams interviews Emily Falk, a professor of communication, psychology, and marketing at the University of Pennsylvania, about her research on the neuroscience of communication, persuasion, and influence. Falk discusses how neural responses to persuasive messages can predict real-world behaviors and the importance of self-relevance and social relevance in crafting effective messages. She highlights the role of the brain's valuation, self-relevance, and social relevance systems in motivating behavior change. The conversation explores tailoring messages to an audience's values and goals, the power of storytelling in communication, and the concept of neural synchrony in shared understanding. Falk also shares insights from her research on conversation dynamics and the impact of media consumption on shaping perceptions and beliefs.