We are constantly researching and gaining a deeper understanding of the reasons why people do the things that they do. And while conversing with our clients it is not uncommon for us to toss around terms as "Dorsolateral Prefrontal Association Area", "Jungian Archetypes", "Progressive Disclosure", etc. It's not that we like to drop 50 cent words (well ok...some of us do like to drop 50 cent words) it's just that we take the study of human behavior very seriously.
It's just not enough to know what works, we commit to understanding why it works. To accomplish this our staff is constantly sticking our noses into and learning a spread of topics. Everything from sociology to psychiatry to history to cognitive neuroscience to current news and events. If there is a hope that it will give us insight to human behavior it's likely that one of us is learning, or has learned something about it.
Persuasion is not a static collection of finite steps and procedures, it is an artform, a science, and a craft. Persuasion is hard work and it involves the practical application of knowledge from a variety of fields.
I was reminded of this by our friend and Wizard of Ad's partner Craig Arthur, he just posted his case for studying the human brain. I'm sure you can guess, we certainly agree.