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The science behind building true brand love

Dr Pauls's approach to Customer Advocacy

In this episode we welcomed back to the show Dr Paul Zak. Dr Paul is the author of Immersion, the science of the extraordinary, and a professor at Claremont Graduate University.

Dr Paul discussed whether brand love is really a thing from a scientific perspective and what the research says about the impact on consumers who identify as loving a brand.

During our chat Dr Paul also expressed why, based on the research, business should put more urgency and focus around driving Customer Love.


About Dr Paul

Dr. Paul J. Zak is a Professor at Claremont Graduate University and is in the top 0.3% of most cited scientists.Paul’s two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea.

His most recent book is Immersion: The Science of the Extraordinary and the Source of Happiness. Besides his academic appointment, he is a four time tech entrepreneur. In 2017 he founded Immersion Neuroscience, a software platform that allows anyone to measure what the brain loves in real-time that is used to improve outcomes in entertainment, education, advertising, and to monitor emotional wellness.

He is a regular TED speaker and has appeared on Good Morning America, Dr. Phil, Fox & Friends, ABC Evening News, and his work has been reported in The New York Times, The Wall Street Journal, USA Today, Time,The Economist, Scientific American, Fast Company, Forbes, and many others.

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