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Trust, Your brain and your organization cannot without

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Keynote lecture by Erik Schoppen at the MKB Ondernemers Congres (Positive Entrepreneurship), Oktober 26 2017.

In his lecture, neuroscience and behavioral researcher Erik Schoppen shows how trust works in our brain. What are the functions of trust? Trust is essential in making connections, empathy and leadership. But how do you build this trust? Which evolutionary mechanisms are behind trust, and how can you use this to change behavior in a positive way by employees and clients? How do you improve your brand communication using this mechanisms?

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Trust, Your brain and your organization cannot without

  1. 1. H.S. (Erik) Schoppen HOW TRUST & BRANDS WORKS IN THE HUMAN BRAIN TRUST, YOUR BRAIN AND BRAND ORGANIZATION CANNOT WITHOUT 2017
  2. 2. H.S. (ERIK) SCHOPPEN ERIKSCHOPPEN.COM 2015 2018 AUTHOR / SPEAKER / INNOVATOR / DESIGNER / LECTURER / RESEARCHER BRAND & DESIGN MANAGEMENT - BEHAVIORAL PSYCHOLOGY - SOCIAL NEUROSCIENCE FUTURE PROOF & SUSTAINABLE (BRAND) TRUST & LEADERSHIP BEST VERKOCHTE MERKMANAGEMENT BOEK IN DE BNL ( 2016 ) BUILD PURPOSEFUL LEADERSHIP BY CREATING MEANINGFUL BRAND CONNECTIONS, RESULTING IN SUSTAINABLE GROWTH.
  3. 3. PHYSICAL IMPACT SOCIETY & ENVIRONMENT POSITIVE SOCIETY & SUSTAINABLE ECONOMY SHORT TERM REWARD BENEVOLENCE & FEELING GOOD (do what feels right by being pro-social) LONG TERM TRUST WELL-BEING & BALANCE (living in harmony with environment) ERIKSCHOPPEN.COM MENTAL EMOTIONS & EMPATHY Sustainable & prosocial positioning Trust & behavior change leads to SOCIAL NEUROSCIENCE PhD RESEARCH TRUSTING SUSTAINABILITY
  4. 4. www.worldbrainwave.com ONLINE PLATFORM - SOCIAL NEUROSCIENCE RESEARCH SUSTAINABILITY, PROSOCIAL BEHAVIOR, HAPPINESS & TRUST ERIKSCHOPPEN.COM
  5. 5. ERIKSCHOPPEN.COM www.worldbrainwave.com EN / NL RESEARCHING STRENGTH IN NEURAL ASSOCIATION NETWORKSRESEARCHING STRENGTH IN NEURAL ASSOCIATION NETWORKS
  6. 6. ERIKSCHOPPEN.COM PEOPLE PEOPLE BRAND WE ASSIGN BRANDS ‘HUMAN’ QUALITIES (BRANDS TRY TO COME ACROSS HUMANE) TRUST TRUSTTRUST BRAND EXPERIENCE NETWORKS
  7. 7. TRUST ERIKSCHOPPEN.COM
  8. 8. TRUST ERIKSCHOPPEN.COM Trust in self (self confidence) The willingness to be vulnerable 
 to the actions of another party.
  9. 9. TRUST ERIKSCHOPPEN.COM Trust Relationship Trust in others (social confidence) The relationship with another party,
 assuming both parties do no harm.
  10. 10. TRUST ERIKSCHOPPEN.COM Confidence Dependence Cooperation Communication Trust Relationship Trust in self Trust in others Trust in brands, products & environments®Organisation
  11. 11. ERIKSCHOPPEN.COM Trust is important in relationships in working teams. All involved assume the other(s) will do no harm.
  12. 12. ERIKSCHOPPEN.COM DYNAMIC, FLUID, RAPIDLY CHANGING, CONTEXT-DEPENDENT trust trust trust trust trust
  13. 13. TRUST ERIKSCHOPPEN.COM Information (affirmation, confirmation, competence) Social proof (social aspects, sympathy, warmth) Emotions (feelings, empathy, motives, drives) Behavior (consistency, congruency, expectations) MAIN TRUST FACTORS
  14. 14. ERIKSCHOPPEN.COM Cognitive (rational) Trust Affective (emotional) Trust Conative (behavioral) Trust THREE NATURAL FORMS OF TRUST Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust
  15. 15. ERIKSCHOPPEN.COM RATIONAL, EMOTIONAL & BEHAVIORAL THREE NATURAL FORMS OF TRUST Cognitive (rational) Trust Affective (emotional) Trust Conative (behavioral) Trust semantic, knowledge, data, facts Subconscious Conscious controlled predictable not personal Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Partaking Purpose Promise episodical, autobiographical experiences uncontrolled unpredictable personal (system) procedural, integrity, stability experience, intuition, automated routine
  16. 16. ERIKSCHOPPEN.COM THREE NATURAL FORMS OF TRUST Cognitive (rational) Trust Subconscious Conscious BASED ON (MEASURABLE) INFORMATION Rational & Calculated (Thinking & Semantic memory) Explicit (important for system reputation) Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Promise semantic, knowledge, data, facts controlled predictable not personal
  17. 17. ERIKSCHOPPEN.COM Cognitive (rational) Trust HARD (CALCULATIVE) SKILLS
  18. 18. ERIKSCHOPPEN.COM TEST
  19. 19. ERIKSCHOPPEN.COMERIKSCHOPPEN.COM
  20. 20. 1 2 ERIKSCHOPPEN.COM
  21. 21. ERIKSCHOPPEN.COM 2 ERIKSCHOPPEN.COM
  22. 22. 2 ERIKSCHOPPEN.COM 1 Oosterhof, N. N., & Todorov, A. (2009). Shared perceptual basis of emotional expressions and trustworthiness impressions from faces. Emotion, 9(1), 128. 50-100 milliseconds
  23. 23. informatie wordt kort opgeslagen voor direct gebruik FRONTAAL KWAB written language spoken language cortex limbic stam NEOCORTEX NEOMAMMALIAN LIMBIC SYSTEM PALEOMAMMALIAN BRAINSTEM AND CEREBELLUM PROTO REPTILIAN BRAIN INSTINCTS REPTILE EMOTIONS MAMMAL PERCEPTION (AWARENESS) COGNITION (MEMORY) BEHAVIOR (DECISION-MAKING) ERIKSCHOPPEN.COM RATIO HUMAN INSTINCTS REPTILE PRIMARILY PHYSIOLOGICAL NEEDS FEELINGS & EXPRESSIONS REASON & PLANNING CULTURE & TRADITIONS THREE STAGES OF BRAIN DEVELOPMENT PRIMING CONDITIONING 500.000.000250.000.00050.00020.0005.000 HUMAN BRAINS EVOLVED TO BE MORE RESPONSIVE TO ENVIRONMENTAL INFLUENCES 2
  24. 24. - Subconscious, Fast & always on - Irrational, emotional & Intuitive - Automatic & reflexive - Large Capacity, Holistic - Effortless, but no Control - No language SYSTEM 1 (OLD) DUAL PROCESSING BRAIN - Conscious, Slow & quickly down - Rational, Logic & rules - Requires attention - Small Capacity, Detail - Effortful but Control - Language involved SYSTEM 2 (NEW) Chaiken, S., & Trope, Y. (Eds.). (1999). Dual-process theories in social psychology. Guilford Press. ERIKSCHOPPEN.COM
  25. 25. information shortly stored for direct usage FRONTAL LOBE ERIKSCHOPPEN.COM 500.000.000250.000.000250.00010.0005.000 written language spoken language cortex limbic stam Hearing CONDITIONING RATIONAL CONSCIOUS DECISIONS SOCIAL BEHAVIOR
 PLANNING & CONTROL EMOTIONAL REWARD, MOTIVATION, SEXUAL BEHAVIOR
 SENSORY INFO INSTINCTIVE BEHAVIOR FOOD, SEX, SAFETY COORDINATION SUBCONSCIOUS RAPID MOTOR MOVEMENT FEAR PAIN / AROUSAL SEEING VISUAL CORTEX FEELING TOUCH CONSCIOUS MOTOR MOVEMENT ASSOCIATION CORTEX HEARING DRIVES REWARD GAIN ASSOCIATION CORTEX ASSOCIATION CORTEX THE MAIN STRUCTURES OF THE BRAIN 5% 95% S2 S1
  26. 26. information shortly stored for direct usage FRONTAL LOBE ERIKSCHOPPEN.COM 500.000.000250.000.000250.00010.0005.000 written language spoken language cortex limbic stam Hearing CONDITIONING EMOTIONAL REWARD, MOTIVATION, SEXUAL BEHAVIOR
 SENSORY INFO INSTINCTIVE BEHAVIOR FOOD, SEX, SAFETY COORDINATION SUBCONSCIOUS RAPID MOTOR MOVEMENT FEAR PAIN / AROUSAL SEEING VISUAL CORTEX FEELING TOUCH CONSCIOUS MOTOR MOVEMENT ASSOCIATION CORTEX HEARING DRIVES REWARD GAIN ASSOCIATION CORTEX 95% S1 DEFAULT MODE NETWORK subconsciousconscious AUTO PILOT MODE RATIONAL CONSCIOUS DECISIONS SOCIAL BEHAVIOR
 PLANNING & CONTROL 5% S2
  27. 27. information shortly stored for direct usage FRONTAL LOBE ERIKSCHOPPEN.COM 500.000.000250.000.000250.00010.0005.000 written language spoken language cortex limbic stam Hearing CONDITIONING RATIONAL CONSCIOUS DECISIONS SOCIAL BEHAVIOR
 PLANNING & CONTROL EMOTIONAL REWARD, MOTIVATION, SEXUAL BEHAVIOR
 SENSORY INFO INSTINCTIVE BEHAVIOR FOOD, SEX, SAFETY COORDINATION SUBCONSCIOUS RAPID MOTOR MOVEMENT FEAR PAIN / AROUSAL SEEING VISUAL CORTEX FEELING TOUCH CONSCIOUS MOTOR MOVEMENT ASSOCIATION CORTEX HEARING DRIVES REWARD GAIN ASSOCIATION CORTEX ASSOCIATION CORTEX ‘WE’ THINK THAT ‘WE’ THINK RATIONAL… …BUT OUR BRAIN DOES NOT WORK THAT WAY
  28. 28. information shortly stored for direct usage FRONTAL LOBE ERIKSCHOPPEN.COM 500.000.000250.000.000250.00010.0005.000 written language spoken language cortex limbic stam Hearing CONDITIONING RATIONAL CONSCIOUS DECISIONS SOCIAL BEHAVIOR
 PLANNING & CONTROL EMOTIONAL REWARD, MOTIVATION, SEXUAL BEHAVIOR
 SENSORY INFO INSTINCTIVE BEHAVIOR FOOD, SEX, SAFETY COORDINATION SUBCONSCIOUS RAPID MOTOR MOVEMENT FEAR PAIN / AROUSAL SEEING VISUAL CORTEX FEELING TOUCH CONSCIOUS MOTOR MOVEMENT ASSOCIATION CORTEX HEARING DRIVES REWARD GAIN ASSOCIATION CORTEX ASSOCIATION CORTEX FOLLOWING THE PATH OF EMOTION?
  29. 29. information shortly stored for direct usage FRONTAL LOBE ERIKSCHOPPEN.COM 500.000.000250.000.000250.00010.0005.000 written language spoken language cortex limbic stam Hearing CONDITIONING RATIONAL CONSCIOUS DECISIONS SOCIAL BEHAVIOR
 PLANNING & CONTROL EMOTIONAL REWARD, MOTIVATION, SEXUAL BEHAVIOR
 SENSORY INFO INSTINCTIVE BEHAVIOR FOOD, SEX, SAFETY COORDINATION SUBCONSCIOUS RAPID MOTOR MOVEMENT FEAR PAIN / AROUSAL SEEING VISUAL CORTEX FEELING TOUCH CONSCIOUS MOTOR MOVEMENT ASSOCIATION CORTEX HEARING DRIVES REWARD GAIN ASSOCIATION CORTEX ASSOCIATION CORTEX RULE #1 AVOID ‘PAIN’ RULE #2 INCREASE ‘GAIN’ BUT… INSTINCT DRIVES EMOTION DRIVES ACTION 1 2
  30. 30. information shortly stored for direct usage FRONTAL LOBE ERIKSCHOPPEN.COM 500.000.000250.000.000250.00010.0005.000 written language spoken language cortex limbic stam Hearing CONDITIONING RATIONAL CONSCIOUS DECISIONS SOCIAL BEHAVIOR
 PLANNING & CONTROL EMOTIONAL REWARD, MOTIVATION, SEXUAL BEHAVIOR
 SENSORY INFO INSTINCTIVE BEHAVIOR FOOD, SEX, SAFETY COORDINATION SUBCONSCIOUS RAPID MOTOR MOVEMENT FEAR PAIN / AROUSAL SEEING VISUAL CORTEX FEELING TOUCH CONSCIOUS MOTOR MOVEMENT ASSOCIATION CORTEX HEARING DRIVES REWARD GAIN ASSOCIATION CORTEX 1 2 COGNITIVE (RATIONAL) TRUST AFFECTIVE (EMOTIONAL) TRUST CONATIVE (BEHAVIORAL) TRUST subconsciousconscious TRUST : DO - FEEL - THINK ASSOCIATION CORTEX Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust
  31. 31. ERIKSCHOPPEN.COM THREE NATURAL FORMS OF TRUST Affective (emotional) Trust Subconscious Conscious BASED ON (SUBJECTIVE) SOCIAL FEEDBACK Emotional & Intuitive (Feeling & Episodical memory) Empathic (important for social experience) Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Partaking episodical, autobiographical experiences uncontrolled unpredictable personal
  32. 32. ERIKSCHOPPEN.COM Affective (emotional) Trust SOFT (SOCIAL) SKILLS FOR COOPERATION Partaking Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust
  33. 33. ERIKSCHOPPEN.COM THREE NATURAL FORMS OF TRUST Conative (behavioral) Trust BASED ON (OBSERVABLE) ACTIONS Unconscious & Routine (Doing & Procedural memory) Implicit (important for personal & organizational behavior) Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Purpose (system) procedural, integrity, stability experience, intuition, automated routine Affective (emotional) Trust Partaking Cognitive (rational) Trust Promise
  34. 34. ERIKSCHOPPEN.COM Conative (behavioral) Trust EMOTIONAL (INTUITIONAL) INTELLIGENCE CULTURE | SOCIAL NORMS | PRIVACY EMPATHY & SYMPATHY Purpose Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust
  35. 35. ERIKSCHOPPEN.COM Cognitive (rational) Trust Conative (behavioral) Trust neural associative network [strength] Competence THINK, FEEL & DO SYSTEM 2 SLO W REFLEC TIVE Purpose Promise WHAT MAKES YOU TRUST A PERSON OR A BRAND? semantic, knowledge, data, facts (system) procedural, integrity, stability experience, intuition, automated routine Kervyn, N., Fiske, S. T., & Malone, C. (2012).Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Affective (emotional) Trust neurotransmitters hormones [feelings] SYSTEM 1 200.000 X M O RE PO W ERFUL Warmth Partaking episodical, autobiographical experiences DO, FEEL & THINK VS
  36. 36. ERIKSCHOPPEN.COMGALLANTLAB.ORG UNIVERSITY OF CALIFORNIA, BERKELEY TRUST ASSOCIATIONS ARE CONNECTED TO OTHER ASSOCIATIONS When making a choice, the strongest ‘top of mind’ connections win. NEURAL ASSOCIATION NETWORKS
  37. 37. ERIKSCHOPPEN.COM SEMANTIC NEURAL NETWORKS https://www.theguardian.com/science/2016/apr/27/brain-atlas-showing-how-words-are-organised-neuroscience TRUST IS ABOUT SHARING NEURAL & SOCIAL CONNECTIONS TRUST IS ABOUT SHARING NEURAL & SOCIAL CONNECTIONS
  38. 38. ASSOCIATION NETWORK GREY MATTER WHITE MATTER BRAIN STAM COORDINATION MOVEMENT AUTOMATED DECISIONS REFLECTIVE DECISIONS ERIKSCHOPPEN.COMDunn & Edwards, 2014, gregadunn.com CONNECTING INFORMATION WITH EMOTION AND BEHAVIOR
  39. 39. ERIKSCHOPPEN.COM NEURONS IN CORTEX ASSOCIATION NETWORK
  40. 40. ERIKSCHOPPEN.COM Affective (emotional) Trust neurotransmitters hormones [feelings] Warmth Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Partaking WHAT MAKES YOU TRUST A PERSON OR A BRAND? episodical, autobiographical experiences Kervyn, N., Fiske, S. T., & Malone, C. (2012). Cognitive (rational) Trust ‘shared’ neural associative networks [strength] Competence THOUGHTS, FEELINGS & BEHAVIOR Promise semantic, knowledge, data, facts CONNECTING SKILLS WITH EMOTIONS
  41. 41. ERIKSCHOPPEN.COM NEURONS COMMUNICATE THROUGH SYNAPTIC CLEFTS BY NEUROTRANSMITTERS BETWEEN THE NEURONS ERIKSCHOPPEN.COM
  42. 42. ERIKSCHOPPEN.COM NEUROCHEMICAL MESSENGERS NITROGEN ATOM HYDROGEN ATOM OXIGEN ATOM CARBON ATOM TRUST IS BALANCE OF NEUROCHEMICALS EMOTIONS SIGNAL ‘GAIN / PAIN’ ACTIVATION
  43. 43. DOPAMINE EPINEPHRINE NEUROTRANSMITTERS THE ‘SEEKER’ IN YOU THE ‘KEEPER’ IN YOU NEURO CHEMICAL BALANCE ERIKSCHOPPEN.COM
  44. 44. ERIKSCHOPPEN.COM
  45. 45. ERIKSCHOPPEN.COM NATURE VS NURTURE 500.000.000250.000.00050.00010.0005.0002
  46. 46. ERIKSCHOPPEN.COM Positive emotional response Positive emotional response REWARD (dopamine) REWARD (dopamine)
  47. 47. ERIKSCHOPPEN.COM Dopamine Endorfin Serotonin Oxytocin motivation, reward & pleasure pain reduction & euphoria well-being & happiness intimacy, love & social bonding open for change long term wellbeing short term reward feeling of hope showing confidence leadership having trust in the future impuls opportunity responsibility belonging THE 4 NEUROTRANSMITTERS FOR REWARD & TRUST LONG TERM SHORT TERM excitatory inhibitory
  48. 48. ERIKSCHOPPEN.COM
  49. 49. RATIONAL (NO DOPE) ERIKSCHOPPEN.COMHTTPS://WWW.YOUTUBE.COM/USER/REACT
  50. 50. EMOTIONAL (ON DOPE) ERIKSCHOPPEN.COMHTTPS://WWW.YOUTUBE.COM/USER/REACT
  51. 51. MIRROR NEURONS ERIKSCHOPPEN.COM ‘virtuous loop’ of control, communication and feedback EMPATHY: THINKING & FEELING LIKEWISE MAKES US HAPPY (Social) Trust = emotion driven
  52. 52. ERIKSCHOPPEN.COM Affective (emotional) Trust Conative (behavioral) Trust SYSTEM 1 200.000 X M O RE PO W ERFUL Warmth Cognitive (rational) Trust WarmthCompetence WHAT MAKES YOU TRUST A PERSON OR A BRAND? SYSTEM 2 SLO W REFLEC TIVE Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust SOCIAL / HUMAN PROOF INFORMATION ASSOCIATION Partaking Purpose Promise SOCIAL IDENTITYBRAND IDENTITY neurotransmitters hormones [positive feeling wins] ‘shared’ neural association networks [fastest connection wins] DO Trustworthiness
  53. 53. Affective (emotional) Trust Conative (behavioral) Trust SYSTEM 1 200.000 X M O RE PO W ERFUL Warmth Cognitive (rational) Trust WarmthCompetence WHAT MAKES YOU TRUST A PERSON OR A BRAND? SYSTEM 2 SLO W REFLEC TIVE Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust SOCIAL / HUMAN PROOF INFORMATION ASSOCIATION Partaking Purpose Promise SOCIAL IDENTITYBRAND IDENTITY neurotransmitters hormones [positive feeling wins] ‘shared’ neural association networks [fastest connection wins] DO Trustworthiness ERIKSCHOPPEN.COM POSITIVE IMPACT PAYS OFF
  54. 54. Affective (emotional) Trust Conative (behavioral) Trust SYSTEM 1 200.000 X M O RE PO W ERFUL Warmth Cognitive (rational) Trust WarmthCompetence WHAT MAKES YOU TRUST A PERSON OR A BRAND? SYSTEM 2 SLO W REFLEC TIVE Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust SOCIAL / HUMAN PROOF INFORMATION ASSOCIATION Partaking Purpose Promise SOCIAL IDENTITYBRAND IDENTITY neurotransmitters hormones [positive feeling wins] ‘shared’ neural association networks [fastest connection wins] DO Trustworthiness ERIKSCHOPPEN.COMSchoppen, E., 2016, Build Bridge bond - Building Sustainable Trust Bratanova, B., Kervyn, N., & Klein, O. (2015) SOCIAL PURPOSE PAYS OFF SOCIAL PURPOSE PAYS OFF
  55. 55. ERIKSCHOPPEN.COM Affective (emotional) Trust Conative (behavioral) Trust SYSTEM 1 200.000 X M O RE PO W ERFUL Warmth Cognitive (rational) Trust WarmthCompetence WHAT MAKES YOU TRUST A PERSON OR A BRAND? SYSTEM 2 SLO W REFLEC TIVE Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust SOCIAL / HUMAN PROOF INFORMATION ASSOCIATION Partaking Purpose Promise SOCIAL IDENTITYBRAND IDENTITY WE DECIDE EMOTIONAL FIRST & RATIONALIZE AFTERWARDS DO Trustworthiness neurotransmitters hormones [positive feeling wins] ‘shared’ neural association networks [fastest connection wins] Be congruent in your (shared) values Be consistent in your communication
  56. 56. ERIKSCHOPPEN.COMSchoppen, E., 2016, Build Bridge bond - Building Sustainable Trust SHARING VALUES SOCIAL / HUMAN PROOF INFORMATION ASSOCIATION SOCIAL IDENTITYBRAND IDENTITY Be congruent in your (shared) values Be consistent in your communication
  57. 57. ERIKSCHOPPEN.COM WHEN SOMEONE GIVES YOU THEIR TRUST, THEY ARE SAYING I AM SAFE WITH YOU. DON'T BREAK IT. APPRECIATE IT. Dodinsky
  58. 58. THANK YOU ERIKSCHOPPEN.COM • CONNECT Linkedin.com/erikschoppen Follow tweets @erikschoppen E-mail h.s.schoppen@rug.nl

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