Affective Mechanisms Lab

Desautels Faculty of Management
McGill University

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Understanding how ideas and emotions spread, using tools from marketing, behavioral science, and neuroscience.

Research in our lab examines social influence, emotion, and persuasive messaging. This work combines social-behavioral experiments with functional neuroimaging, natural language processing, and computational modelling to better understand the mechanisms that give rise to impactful communication. 

PI & Lab Director: Bruce Doré