We must be always alert because everyone trying to sell something takes advantage of this tendency to make decisions based on feelings. They play to our subconscious.
Shortly after that I ran across a related article. It was called “Don’t get fooled or conned again” and presents five more tactics or techniques people or companies use “to get us to do what they want.” In most cases that means buy a product or service, but it may also mean adopting a particular political point of view.
Some of these tactics are obvious, like promising to send a huge windfall, but asking for a handling fee or a bank account number to get the process going. Most of the tactics though are common but more subtle, like offering a third item free when you buy two, even when two or three is much more than you need.
The tactics, referred to as superpowers, begin with understanding that the process of being fooled takes place inside your mind. If you are not alert to what is happening, you can be manipulated to buy whatever they are selling. "They’re trying to sell you on a story, to get you to buy into their narrative.”
The first is misdirection. Misdirection is why “companies and governments often release bad news on Fridays or before major holidays” when they know we will be distracted.
Next come time pressure and opportunity. The two are closely related. We are presented with a limited time to act or a limited number available. Any special sale or limited time pricing falls into the time pressure category. Car dealers have sales with catchy names near the end of each year with artificial deadlines, think Toyotathons and Happy Honda Days. Sometimes they combine the two by saying the sale is over at the end of the month or when they have sold a certain number.
Made up days like Black Friday and Cyber Monday also are examples. Estimates for this year are that those two days will result in sales of $12.3 billion (a 25% increase) and $9.48 billion (up 20%), respectively. And some companies have already started Black Friday promotions, so be careful to think first. Something you didn’t want or need is not a bargain, in spite of the great price.
The last two tactics are also closely related. “Social compliance refers to how we respond to people in authority” whereas “Social proof refers to how we constantly look to others around us for clues as to how to behave.” Both are powerful. Social compliance comes when encountering someone either with authority or perceived authority, such as a recognized expert. Examples include a treatment or pill advertised with a doctor’s endorsement or advice from TV doctors, who depend on hype to keep the audience engaged.
Social proof comes from the many customer endorsements (instead of evidence) in those same ads. It explains why when one person begins to applaud, the rest tend to join in. It drives much of the behavior on social media where likes draw more likes and people tend to congregate on line with others who share their philosophy.
In one study in 2011, a cognitive neuroscientist at Temple University exposed 32 teens to a series of Instagram photos while they were in an MRI machine. They mixed them with other pictures and randomly assigned ratings. The teens were allowed to like a photo or pass. “Teens were much more likely to like images that seemed popular [and] skip pictures with few likes. And the brain's reward pathways became especially active when the teens viewed their own photos with many likes.” That is how social proof works on both teens and adults, likes draw more likes and memes go viral with hardly the firing of a single brain cell.
The article presenting the five tactics concluded: “Be careful when you feel emotionally moved by the headline, and be even more careful when you agree with the headline or when the headline makes you happy, because that’s when you need to watch out.” The best defense against being fooled and conned is critical thinking.
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