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H.S. (Erik) Schoppen
HOW TRUST & BRANDS WORKS IN THE HUMAN BRAIN
TRUST,
YOUR BRAIN AND
BRAND ORGANIZATION
CANNOT WITHOUT
2017
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.
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
www.worldbrainwave.com
ONLINE PLATFORM - SOCIAL NEUROSCIENCE RESEARCH
SUSTAINABILITY, PROSOCIAL BEHAVIOR, HAPPINESS & TRUST
ERIKSCHOPPEN.COM
ERIKSCHOPPEN.COM
www.worldbrainwave.com
EN / NL
RESEARCHING STRENGTH IN NEURAL ASSOCIATION NETWORKSRESEARCHING STRENGTH IN NEURAL ASSOCIATION NETWORKS
ERIKSCHOPPEN.COM
PEOPLE PEOPLE
BRAND
WE ASSIGN BRANDS ‘HUMAN’ QUALITIES
(BRANDS TRY TO COME ACROSS HUMANE)
TRUST
TRUSTTRUST
BRAND
EXPERIENCE
NETWORKS
TRUST
ERIKSCHOPPEN.COM
TRUST
ERIKSCHOPPEN.COM
Trust in self (self confidence)
The willingness to be vulnerable 

to the actions of another party.
TRUST
ERIKSCHOPPEN.COM
Trust
Relationship
Trust in others (social confidence)
The relationship with another party,

assuming both parties do no harm.
TRUST
ERIKSCHOPPEN.COM
Confidence
Dependence
Cooperation
Communication
Trust Relationship
Trust in self
Trust in others
Trust in brands, products 

& environments®Organisation
ERIKSCHOPPEN.COM
Trust is important in relationships in working teams.
All involved assume the other(s) will do no harm.
ERIKSCHOPPEN.COM
DYNAMIC, FLUID, RAPIDLY CHANGING, CONTEXT-DEPENDENT
trust
trust
trust
trust
trust
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
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
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
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
ERIKSCHOPPEN.COM
Cognitive
(rational)
Trust
HARD (CALCULATIVE) SKILLS
ERIKSCHOPPEN.COM
TEST
ERIKSCHOPPEN.COMERIKSCHOPPEN.COM
1 2
ERIKSCHOPPEN.COM
ERIKSCHOPPEN.COM
2
ERIKSCHOPPEN.COM
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
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
- 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
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
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
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
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?
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
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
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
ERIKSCHOPPEN.COM
Affective
(emotional)
Trust
SOFT (SOCIAL) SKILLS FOR COOPERATION
Partaking
Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust
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
ERIKSCHOPPEN.COM
Conative
(behavioral)
Trust
EMOTIONAL (INTUITIONAL) INTELLIGENCE
CULTURE | SOCIAL NORMS | PRIVACY
EMPATHY & SYMPATHY
Purpose
Schoppen, E., 2016, Build Bridge bond - Building Sustainable Trust
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
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
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
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
ERIKSCHOPPEN.COM
NEURONS IN CORTEX
ASSOCIATION NETWORK
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
ERIKSCHOPPEN.COM
NEURONS COMMUNICATE THROUGH SYNAPTIC CLEFTS
BY NEUROTRANSMITTERS BETWEEN THE NEURONS
ERIKSCHOPPEN.COM
ERIKSCHOPPEN.COM
NEUROCHEMICAL MESSENGERS
NITROGEN
ATOM
HYDROGEN
ATOM
OXIGEN
ATOM
CARBON
ATOM
TRUST IS BALANCE OF NEUROCHEMICALS
EMOTIONS SIGNAL ‘GAIN / PAIN’ ACTIVATION
DOPAMINE
EPINEPHRINE
NEUROTRANSMITTERS
THE ‘SEEKER’ IN YOU
THE ‘KEEPER’ IN YOU
NEURO CHEMICAL BALANCE
ERIKSCHOPPEN.COM
ERIKSCHOPPEN.COM
ERIKSCHOPPEN.COM
NATURE VS NURTURE
500.000.000250.000.00050.00010.0005.0002
ERIKSCHOPPEN.COM
Positive
emotional
response
Positive
emotional
response
REWARD
(dopamine)
REWARD
(dopamine)
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
ERIKSCHOPPEN.COM
RATIONAL (NO DOPE)
ERIKSCHOPPEN.COMHTTPS://WWW.YOUTUBE.COM/USER/REACT
EMOTIONAL (ON DOPE)
ERIKSCHOPPEN.COMHTTPS://WWW.YOUTUBE.COM/USER/REACT
MIRROR NEURONS
ERIKSCHOPPEN.COM
‘virtuous loop’ of control, communication and feedback
EMPATHY: THINKING & FEELING
LIKEWISE MAKES US HAPPY
(Social)
Trust
=
emotion
driven
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
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
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
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
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
ERIKSCHOPPEN.COM
WHEN SOMEONE
GIVES YOU THEIR TRUST,
THEY ARE SAYING
I AM SAFE WITH YOU.
DON'T BREAK IT. APPRECIATE IT.
Dodinsky
THANK YOU
ERIKSCHOPPEN.COM
•
CONNECT
Linkedin.com/erikschoppen
Follow tweets @erikschoppen
E-mail h.s.schoppen@rug.nl

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