Paul Zak is a professor of economics at the University of Pennsylvania, where he organized the first doctoral program in neuroeconomics, a new field that integrates neuroscience with economics.
Using a series of experiments than include brain scans and blood testing, he makes the case in this video for constructing stories along a specific arc:
- Exposition
- Rising action
- Climax
- Falling action
- Denoument
This is the structure that gives a story the power to influence behavior.
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