Innovation Forum: How Neuroscience is Revolutionizing Peacebuilding

Specifically look at Minutes 14:00-20:00 (6 mins)

Summary: Neuroscientist Emile Bruneau suggests that common sense marketing and communication strategies often present social norms that lead to the exact opposite of the desired effect. He combines neuroanatomy with references to Buddhist theory, "the first experimental neuroscientists," and suggests that intuitive appeal and best intentions are not enough to achieve progress or drive intended behavior.