Kevin Hogan

International Speaker

Latest Articles:  Stopping the Black Swan Can You Become a New Person?

Is it true that all of us are split personalities? More than split? Many parts?

Research just in Friday seems to validate all of the work that has been done in the last few years about the two very different points of view, decision making ability, attitudes, behaviors, and experience found within each person.

The practical use of what is revealed in this neuroscientific research is critical in business, sales, influence, therapy and relationships. In fact, those individuals who don’t understand what we have been discussing in the past nine months will literally fall behind in all of these areas. Why? Understanding that there is a deliberative thinking and emotional thinking process that go on simultaneously is the key to unlocking our understanding of how to help people change.

The next time you are frustrated by someone who says, “I’m of two minds about this,” at least you will know why. The latest research conducted by Kip Smith, an assistant professor of psychology at Kansas State University, may be able to explain why people often can’t make up their minds. Smith’s current study focuses on which parts of the brain are used in the decision-making process.

“We’re of at least two minds,” Smith said. “This research shows the brain is not a single entity. There is not a single executive decision-making mechanism there.”

Smith’s research has resulted in neuroimages of the parts of the brain used in different types of choices. Smith said there are two systems for making decisions in the brain: deliberative and emotional. Deliberative systems, also referred to as calculation areas, utilize parts of the brain related to mathematics and rational decisions. Emotional systems utilize older, more primal parts of the brain.

According to Smith, individual behavior is affected by attitudes about payoffs, such as gains and losses, in addition to beliefs about outcomes, such as risk and ambiguity. During the experiments, the brain activity of participants was measured by positron emission tomography (PET). The research demonstrates the relationship between brain activity and observed choices. Smith’s results allowed him to create images of the parts of the brain used for risk, ambiguity, gains and losses with decision making in the experiment.

Smith said some of the results were surprising. “We thought that risky losses would be processed by the part of the brain that responds to fear, but they were dealt with in a fairly rational manner,” he said. Also, the deliberative areas of the brain did not show high usage with decisions relating to risky gains. “It could be that the emotional areas overwhelm the calculation areas. The results are correlational, because it’s not a completely controlled experiment.”


Where Can You Find More Information Like This?

Science of Influence: The Master’s Home Study Course CD Set Volumes 1-12

by Kevin Hogan

Here are just some of the incredible things you will learn when you receive the first 12 cds in the series:

  • Discover which of the desire to gain or the fear of loss is TRULY the far greater motivator and how to harness that power in your persuasive messages.
  • Learn what may be the single most important element of influence you have ever been introduced to. I have NEVER released this information on audio, video or in manual form
  • Discover how skeptical and non-skeptical people perceive and respond to persuasive messages in a VERY different fashion. (Hint: If you don’t know this information you will automatically lose almost 1/4 of all of your encounters.)
  • Ethical techniques to hypnotically enter another person’s mind and reshuffle their deck!
  • The one way that reciprocity can blow up and completely backfire.
  • How to prepare your unconscious mind to always present the right body language at the right time.
  • There is one KEY factor in making your clients decisions permanent: Here it is!
  • How to specifically use Hypnotic Confusion in influential messages.
  • The One Question that someone MUST say “Yes” to every time!
  • The most effective non-coercive way to gain compliance on record.
  • How do you create metaphors…based upon the person/audience you are speaking to?
  • So much more!

Science of Influence: Strategies & Syntax of Persuasion

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Latest Posts on Kevin's blog

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Success in Influence, World Business Class Magazine, January 2018. Cover Story and Interview with Kevin Hogan


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Kevin's body language evaluation!

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Article by Kevin in Sales Guru magazine (based in South Africa). "Burnout: Escaping Living Hell"

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Author of The Psychology of Persuasion, Irresistible Attraction, and The Science of Influence, Dr. Kevin Hogan is trusted by organizations, both large and small, to help them help their people reach their personal peak performance and maximize influence in selling and marketing. Kevin is an internationally admired keynote speaker and corporate thought leader. In Coffee with Kevin Hogan, he shares his research, observations, and how you can apply them in your life – both in business and at home.

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