As psychologists further explore the still largely unknown workings of the human brain, more and more is discovered about subconscious thinking and its powerful role within influence and persuasion. We all experience forms of subconscious thought. "Eureka" moments when unresolved questions are suddenly answered. Completing the last stretch of a long journey on "auto pilot." Brand logos, product strap lines, roadside hoardings, TV commercials, product placement in TV programmes all use peripheral or subconscious communication. They anchor images, sounds and thoughts in our minds, and subsequently trigger off "impulse" buying decisions. The next time you pass McDonald's notice how you will actually experience the taste of a burger. Music teachers and sports psychologists coach their students into a state of unconscious competence. It's just not possible to repeat all the complex mental and physical elements that combine in an instant to perform a brilliant shot. Top tennis players and golfers achieve this excellence through being in "the zone." They practice and perform all the physical elements of a brilliant shot over and over again, storing a coded memory into their brains. They anchor that coded memory with a thought or "ritual", and apply that thought or "ritual" to trigger the coded memory into action. In the entertainment world, hypnotists and illusionists use deft skill to fix attention in a distracting way, whilst implanting subconscious thoughts via imagery, gestures and words. Thoughts which they subsequently "mind read!" How can we explain it?
Things we learn are stored away in our memory rather like data being stored in folders on our computer's hard drive. Millions of thoughts, feelings, memories, responses etc., are "filed" in billions of neurons. Chemicals "wire up" these neurons, and the brain "works" by the transmission of electrical impulses in a vast and complex electro-chemical network. When the brain receives a message it scans the "files" for meaning; similar to the search functions of a computer. However just as we find with computer searches, or predictive text on mobile telephones, the brain anticipates intended meaning and takes short cuts to what it thinks is meant. Especially interesting is the discovery that the non-conscious part of this "database" could be 10 billions times larger than the conscious part. Just how the mind scans, and the way we think, feel and respond is largely determined by the existence and health of the "wiring" chemicals. Significantly, as well as sleep, exercise, and nutrition this chemical state is also affected by external stimuli. Linked to this we now learn that information enters the memory simultaneously through channels independent of conscious thinking; with a "preconscious processing" that is faster smarter and significantly more efficient in the interpretation of stimuli and the triggering of emotional reactions. So what are the key lessons to learn and work with? * The old law is true! 90% of interpretation of meaning is through visual and auditory stimuli.
* As we engage the conscious attention of our audience the unconscious channel is equally attentive.
* Be visually congruent with your intended meaning through facial expression, body language, dress, animation, colour, light, presenter support, environment.
* Be audibly congruent with your intended meaning through voice pitch, pace, diction, tone of voice, breathing pattern, volume, accompanying music, environment.
* Metaphors and analogies and generalised language will unconsciously encourage consideration.
* Presuppositions and postive leading language will unconsciously encourage agreement.
* The unconscious channel is more open to consider, and will have the final say!
Things we learn are stored away in our memory rather like data being stored in folders on our computer's hard drive. Millions of thoughts, feelings, memories, responses etc., are "filed" in billions of neurons. Chemicals "wire up" these neurons, and the brain "works" by the transmission of electrical impulses in a vast and complex electro-chemical network. When the brain receives a message it scans the "files" for meaning; similar to the search functions of a computer. However just as we find with computer searches, or predictive text on mobile telephones, the brain anticipates intended meaning and takes short cuts to what it thinks is meant. Especially interesting is the discovery that the non-conscious part of this "database" could be 10 billions times larger than the conscious part. Just how the mind scans, and the way we think, feel and respond is largely determined by the existence and health of the "wiring" chemicals. Significantly, as well as sleep, exercise, and nutrition this chemical state is also affected by external stimuli. Linked to this we now learn that information enters the memory simultaneously through channels independent of conscious thinking; with a "preconscious processing" that is faster smarter and significantly more efficient in the interpretation of stimuli and the triggering of emotional reactions. So what are the key lessons to learn and work with? * The old law is true! 90% of interpretation of meaning is through visual and auditory stimuli.
* As we engage the conscious attention of our audience the unconscious channel is equally attentive.
* Be visually congruent with your intended meaning through facial expression, body language, dress, animation, colour, light, presenter support, environment.
* Be audibly congruent with your intended meaning through voice pitch, pace, diction, tone of voice, breathing pattern, volume, accompanying music, environment.
* Metaphors and analogies and generalised language will unconsciously encourage consideration.
* Presuppositions and postive leading language will unconsciously encourage agreement.
* The unconscious channel is more open to consider, and will have the final say!
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