Amygdala

The Basic Idea

Imagine it’s Halloween. You and your friends have just finished up your trick or treating, and you just made it back home to snack on some goodies. Suddenly, your uncle, wearing a scary mask, jumps out from behind the door. Instinctively, you feel a jolt of fear and scream, until you figure out that is just your uncle and laugh it off. You soon forget about the scare and go back to your candy. Many years later however, you can remember that Halloween pretty distinctly, especially how you felt after your uncle’s spooky antics. While your fearful response to your uncle, your memory of the scare, and your desire to eat candy seem unrelated, they can all actually be traced back to one tiny but powerful brain structure: the amygdala.

The amygdala is a part of the brain which is responsible for multiple functions including perceiving threats, finding rewards, and encoding emotional memories. It is popularly known as the brain’s “flight or flight” trigger, which leads to us acting aggressively or fearfully in response to threats. However, the amygdala is deeply interconnected with other systems within the brain which causes it to act as a key middleman in multiple emotional brain processes, such as stress-response, motivation, and decision-making.

Bad news sells because the amygdala is always looking for something to fear.


– Peter Diamandis, Greek Entrepreneur

About us

We are the leading applied research & innovation consultancy

Our insights are leveraged by the most ambitious organizations

Image

I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

$0M

Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

0%

Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

0%

Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

0%

Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

Read Next

Notes illustration

Eager to learn about how behavioral science can help your organization?