Is He Listening? Is She Laughing?

Men And Listening

There has been more research conducted on the human brain in the past decade than any time previously -- and, surprisingly, all brain research conducted prior to 1980 was done exclusively on men.

One of the most interesting findings of recent brain research is the fact that women and men use their brains differently. He listens with one side of his brain, while she listens with both sides of her brain simultaneously.

"So, ladies, it's physically impossible for him to listen to you and the game at the same time. If you have something important to say, wait until halftime!"

Harvard University recently discovered another fascinating insight. One of their research studies, using MRIs, indicates that when a man is reading, his ability to listen is operating at about 40%. In other words, he's 60% deaf. If you're talking to a guy when he's reading, it may seem as though he's ignoring you, but he's not. He just doesn't have the ability to read and effectively listen to you at the same time.

Women And Laughing

Laughing instructs the brain to release endorphins into the bloodstream. An endorphin is a chemical with a composition similar to morphine and heroin, and has a tranquilizing effect on the body; it also helps to build the immune system. This explains why happy people get sick less frequently than miserable people who complain a lot.

Women enjoy laughing at themselves and stories that mirror their situations and their relationships with the opposite sex. However, they feel very uncomfortable when listening to banter that could be perceived as offending others. This is because a woman's Highest Personal Value is Establishing and Nurturing Relationships. She's also more inwardly-competitive than outwardly-competitive (a male hereditary trait).

So, you can engage her by sharing funny stories; just make sure she remembers the name of your brand, destination or program. Sometimes, marketers invest so much in the production of the story, the most important aspect of the message is lost.