Brain Food: Mirror, Mirror at the Mall

Have you ever yawned after seeing someone else yawn, even though you had a great night’s sleep? Have you ever been around someone who is laughing and found yourself starting to giggle as well? Do you feel anxious when you’re around someone with a scowling face who is speaking in an angry tone?

Each of these are examples of how the affect of others affects how we feel. Our brains are tuned to other people’s emotional states, and they can directly change the way we feel. This capacity for empathy comes by way of brain structures called “mirror neurons.”

In the mid-1990s, Italian neurophysiologist and professor Giacomo Rizzolatti was studying the frontal and premotor areas in monkeys’ brains and monitoring a single neuron to see what happened when a monkey ate a peanut. What they discovered was the neurons fired when the monkey reached out and grasped a peanut – they also discovered the same neurons fired when the monkey simply observed another individual completing the same action. As the monkey sat idle and simply watched the researcher carry out the action of picking up a peanut, its brain exhibited neural firing patterns that mimicked as if it were doing exactly the same thing.

While Rizzolatti and his colleagues confirmed the widely accepted fact that there was a connection between the motor and the visual perception areas of the brain, they also concluded there was activity detected in “mirror neurons” when the monkey simply watched the same action being carried out by another individual. In order to activate the mirror neuron system in the monkeys, the action they watched had to be goal-directed. In other words, the neurons would not fire when the researcher waved his hand or pushed something away, or did something that didn’t seem to serve some purpose.

In subsequent years, brain-imaging studies would also confirm the presence of these types of neurons in humans. While in the monkey’s brain, activation of the mirror neurons occurs only in connection to actions that are goal-directed, in humans, these neural structures are able to create inferences about subsequent behaviors. In other words, human mirror neurons don’t just code for what the observed individual is doing, but also why they are doing it. Simply watching someone else’s behavior allows us to infer intent. Human mirror neurons are also able to tell us what others’ facial expressions and body actions mean, how others are likely feeling, and what they might do next.

The studies by Rizzolatti point to a now widely held understanding that mirror neurons are tied to our ability for empathic extension. “Monkey see, monkey do” has evolved in humans to “human see, human feel.”

Mirror neurons not only help us imitate other people, but are largely responsible for our feelings of empathy, as well. Mirror neurons are also connected to dopamine-producing neurons. Their connection to the area of the brain that is responsible for feelings confirms that we feel more pleasure when around calm and joyful people because our pleasure center is kicked into gear by the mirror neuron system. This system is keenly tuned into the full range of emotions, including joy, anger, sadness, anxiety, fear and disgust.

This is extremely important when we think about feelings and empathic connection between sales associates and customers. By watching others, we are also able to understand the future outcome of some sequences of actions. Reading these actions, whether they’re body movements or facial expressions, and coming to some conclusion as to what the person is likely feeling or is about to do are indispensable to customer interactions.

In short, the way our brains decode the actions of others, whether facial movements or body gestures, helps us understand the emotions of those around us. To empathize with others, our brains connect behaviors we observe with the emotions we are witnessing. The areas of our brain wired to understand actions and behaviors are connected to areas that are wired for understanding emotion.

It’s not just that genuinely happy greeters are an asset at the front door, but that the customer journey can simply not afford to have a scowling face or disaffected response to a question along the path to purchase. Customers won’t even think about it; they’ll just feel bad, sad, angry, anxious, scared, or whatever emotion is projected towards them.

Want to crush a great customer experience? Have sales associates not care and let them show it on their faces or in their body language.

If you’re around people with “bad energy,” you might feel down, anxious and maybe a bit depressed. Moreover, if you’re hanging out with people who are joyful and open, chances are you’ll feel the same.

Mirror neurons, in a way, create an energy link between the person carrying out a behavior – who effectively telegraphs a message – and the person watching who receives the message. When we see others’ behavior, we pick up on their internal state. Something magical seems to flow between sales associates’ brain activities and subsequent feelings that influence those with whom they are in contact and the reverse.

To reiterate, the power of mirror neurons in the shopping aisle cannot be understated. The affect of those around us is contagious, and as we shop, the energy of the entire group can rest on the emotional feelings of a single individual. Enthusiastic sales associates beget enthusiastic customers. Enthusiastic customers influence those around them. Therefore, keeping customers engaged and happy as they move from area to area within a store is extremely important.

We have all heard the expression about getting a “vibe” from someone. Our perceptual senses pick up signals from other people, and our mirror neurons activate areas related to motor function and emotion so our brain can match the internal state of those to whom we are exposed.

Sales associates’ brains resonate with other brains on the sales floor. Seeing happy leads to being happy. And, that leads to return visits and long-term brand adopters.

David Kepron is Vice President – Global Design Strategies with Marriott International. His focus is on the creation of compelling customer experiences within a unique group of Marriott brands called the “Lifestyle Collection,” including Autograph, Renaissance and Moxy hotels. As a frequently requested speaker to retailers, hoteliers and design professionals nationally and internationally, David shares his expertise on subjects ranging from consumer behaviors and trends, brain science and buying behavior, store design and visual merchandising as well as creativity and innovation. David is also author of “Retail (r)Evolution: Why Creating Right-Brain Stores will Shape the Future of Shopping in a Digitally Driven World,” published by ST Media Group Intl. and available online from ST Books. @davidkepron; www.retail-r-evolution.com.