The human brain remains one of the great mysteries of our time. This remarkably complex biological structure employs billions of nerve cells and even more connection points to execute every thought, movement, function, and emotion in our bodies. All humans are equipped with what is essentially a supercomputer between their ears, yet we lack a complete understanding of how it works, or how to maximize its full potential. But this is starting to change.
Advancements in neurotechnologies, combined with billions of dollars in public and private funding flooding the fields of cognitive neuroscience and behavioral neuroscience, have made the “thinking brain” one of the hottest areas of scientific research.
President George H.W. Bush declared the 1990s the “decade of the brain” to mark the start of a federal-level funding and awareness campaign around brain research. In 2013, President Obama, during the launch of the public-private BRAIN Initiative, likened the mapping of the brain to the “space race” of the 1960s.
Advancements in neurotechnology, combined with billions in funding, have made the ‘thinking brain’ one of the hottest areas of scientific research.
Indeed, the race is on to unlock the secrets of the brain—to find a cure for diseases like Parkinson’s and Alzheimer’s; to treat disorders like Autism and PTSD; to enhance treatment of acute brain injuries; and to gain a better understanding of cognition and human behavior.
The excitement surrounding brain research has piqued the interest of business leaders, who traditionally have relied of experience, intuition, and tried-and-true methods for many facets of business, from sales and marketing to recruitment/retention to operations.
Why do people make the decisions they do? And, more importantly, how can we effectively influence people in their decision-making? The answers to these questions have the potential to transform any business organization, including AEC firms.
With this understanding, the SMPS Foundation, the research arm of the Society for Marketing Professional Services, set out to explore the known principles and most recent research surrounding the human brain and behavioral science. The goal: to discover connections between the science and the AEC business.
This six-month research project, headed by psychologist and behavioral scientist JonRobert Tartaglione, Founder of Influence51, culminated in August with the release of a 20-page report, “The Neuropsychology of Influence and Decision-Making.” In it, Tartaglione presents distinct concepts related to influence and decision-making, with advice on how AEC firms can apply these concepts.
On behalf of the SMPS Foundation Board of Trustees (I’m a proud two-year board member), I invite you to download this important report. It’s a must-read for any AEC firm leader.
Related Stories
| Sep 2, 2022
Converting office buildings to apartments is cheaper, greener than building new
Converting office buildings to apartments is cheaper and greener than tearing down old office properties and building new residential buildings.
| Sep 2, 2022
New UMass Medical School building enables expanded medical class sizes, research labs
A new nine-story, 350,000 sf biomedical research and education facility under construction at the University of Massachusetts Chan Medical School in Worcester, Mass., will accommodate larger class sizes and extensive lab space.
Architects | Sep 1, 2022
BNIM promotes Jeremy Knoll to Director of Sustainability and Regenerative Design
BNIM'S Jeremy Knoll promoted to Director of Sustainability and Regenerative Design.
Giants 400 | Sep 1, 2022
Top 160 K-12 School Architecture + AE Firms for 2022
PBK, DLR Group, Huckabee, and Stantec head the ranking of the nation's largest K-12 school sector architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report.
| Sep 1, 2022
ABC: Nonresidential Construction Spending Increases by a Modest 0.8% in July
National nonresidential construction spending increased 0.8% in July, according to an Associated Builders and Contractors analysis of data published today by the U.S. Census Bureau.
| Sep 1, 2022
The University of Iowa opens the new Stanley Museum of Art, a public museum for both discovering and teaching art
The University of Iowa recently completed its new Stanley Museum of Art, a public teaching museum designed by BNIM.
| Aug 31, 2022
A mixed-use development in Salt Lake City provides 126 micro units with mountain views
In Salt Lake City, a new 130,000-square-foot development called Mya and The Shop SLC, designed by EskewDumezRipple, combines housing with coworking space, retail, and amenities, as well as a landscaped exterior for both residents and the public.
Mass Timber | Aug 30, 2022
Mass timber construction in 2022: From fringe to mainstream
Two Timberlab executives discuss the market for mass timber construction and their company's marketing and manufacturing strategies. Sam Dicke, Business Development Manager, and Erica Spiritos, Director of Preconstruction, Timberlab, speak with BD+C's John Caulfield.
Giants 400 | Aug 29, 2022
Top 80 Senior Living Facility Architecture + AE Firms for 2022
Perkins Eastman, Hord Coplan Macht, Ryan A+E, and Stantec top the ranking of the nation's largest senior living facility architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report.
Giants 400 | Aug 29, 2022
Top 70 Student Housing Facility Architecture + AE Firms for 2022
Niles Bolton Associates, Mithun, Gensler, and Perkins and Will top the ranking of the nation's largest student housing facility architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report.