Saturday, February 11, 2017

Does Content Produce Oxytocin?

A recent survey by PwC shows one in two CEOs think lack of trust threatens company growth. They have good reason: Prerequisite to any purchase is trust. And trust is a rare commodity these days.

Why do we trust each other, anyway?

Researchers in California asked test-subjects to choose any amount of money they wished to, and transmit it to strangers via computer. But first, they told the subjects that the money they sent—whatever the amount—would automatically triple in value, after they sent it. They also told the strangers they could keep the money they got, or share it with the senders. Before and after each transmission, the researchers measured the amount of oxytocin—the brain chemical responsible for "social bonding"—in both the senders and receivers.

The researchers found the more money recipients got (money being the gauge for trust among senders), the more oxytocin their brains produced; and the more oxytocin their brains produced, the more likely they were to share that money with senders (money also being the gauge for trust among recipients).

The researchers' conclusion: Oxytocin reduces our fear of trusting a stranger.

I'd like to encourage the Content Marketing Institute to fund a comparable experiment to prove my pet theory: Marketing content produces oxytocin.

If the Institute is unwilling, you can send me money (via computer), and I'll fund the experiment.

It'll be money well spent.

Trust me.
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