Events filled with emotion are more likely to capture our attention. The media has known this for a long time of course. And we know that we pay more attention when spouses finally become angry and yell after we’ve found ourselves only half listening to what they say.
We are not passive observers of the world. To some degree we choose what we see (or our brains do it for us), and then we give it significance according to the well-known “ladder of perception” model. We’ve all experienced the heightened awareness that we have of an event when we feel truly emotional about it.
Neuroscientists can now suggest that emotional significance does indeed influence our perceptions – and that the amygdala is the portion of the brain that is responsible. Researchers at Yale and New York University have shown that the amygdala “alters the ease by which events with increased emotional value reach awareness.”
These findings suggest that our perceptual systems are exquisitely tuned to the occurrence of emotionally significant stimulus events, requiring much less attention or effort to reach conscious awareness compared to events of neutral value.
In other words, out attention is biased to pay more attention when emotion is involved. Motivational speakers know it. Preachers know it. Good teachers know it. Coaches need to know it as well. A little bit of passion can go a long way.
I have long remembered something that was said to me some years ago in the midst of an emotional turmoil at the time – “People will forget what you say to them. They will never forget how you make them feel.” I’ve found that to be true over the years.
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