Category: Excerpts

💎 On strongest memory of taste tending to be the first bite (olfactory change blindness)

We are all in a constant state of ‘olfactory change blindness’. Intriguingly, this is something that the food companies have been trying to exploit to their, and hopefully our, advantage for a few years now. The basic idea is that you load all the tasty but unhealthy ingredients into the first and possibly last bite of a food, and reduce their concentration in the middle of the product, when the consumers are not paying so much attention to the tasting experience. Just think about a loaf of bread with the salt asymmetrically distributed towards the crust. The consumer will have a great-tasting first bite, and then their brain will ‘fill in’ the rest by assuming that it tastes exactly like the first mouthful did. This strategy will probably work just as long as the meal isn’t high tea and the taster eating cucumber sandwiches with the crusts cut off! Or imagine something like a bar of chocolate, which most people will presumably start and finish at the ends, not in the middle. In fact, Unilever has a number of patents in just this space.

Excerpt from: Gastrophysics: The New Science of Eating by Charles Spence

💎 On power of brand versus physical assets (you take the factory, give me the trademark)

Or, as John Stuart, chairman of Quaker Oats, said, “If this business were to be split up, I would be glad to take the brands, trademarks, and goodwill, and you could have all the bricks and mortar—and I would fare better than you” (in Dyson et al. 1996, 9).

Excerpt from: Branded Nation: The Marketing of Megachurch. College Inc.. and Museumworld by James Twitchell

💎 On the power of the internet to remove our inhibitions (it doesn’t judge)

The researchers were able to conduct a field experiment into how the introduction of technology changed the content of customer orders. According to the data, online customers chose pizzas that were more complicated and expensive, containing 33 percent more toppings and 6 percent more calories. Instead of just ordering a pepperoni pizza, they chose pies that featured highly unusual toppings, such as “quadruple bacon” or ham, pineapple, and mushroom. (When orders were placed online, bacon sales increased by 20 percent.)

Excerpt from: The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior by Shlomo Benartzi and Jonah Lehrer

💎 On the problem with opinion polls (many opinions are invented on the spot)

One alternative would be an opinion poll. The drawback is that many “opinions” are invented on the spot to satisfy a pollster. Political scientist George Bishop once demonstrated this by asking people whether they favoured repeal of the “Public Affairs Act of 1975.” There was no such act. But thirty percent took the bait and offered an opinion. Bishop found that the less educated were more likely to claim an opinion.

Excerpt from: Head in the Cloud by William Poundstone

💎 On the power of social proof and conformity (devaluing their own opinion)

In 1935 the pioneering social psychologist Mazafer Sherif invited people to take part in an experiment using the autokinetic effect. Participants looked at a point of light in a darkened room and were asked to report whether they thought the light was static or moving, a recreation of a natural phenomenon first observed by astronomers who thought that stars were moving. When participants were asked individually opinion was equally divided; however, when they were put into groups people tended to agree with the majority, even if this meant contradicting what they’d said originally. Later, when asked individually, they continued to subscribe to the group view. In other words, when placed in the context of a group, people will devalue their own opinion in the interest of developing an arbitrary position that is acceptable to the group.

Excerpt from: Consumerology: The Truth about Consumers and the Psychology of Shopping by Philip Graves

💎 On our want (and happiness) for what others want

Females are more attracted to males that have other females close by. Sage grouse hens are more likely to choose to mate with a male if other females have already chosen him. The likelihood of a female fallow deer or sage grouse entering the territory of a male is positively associated with the number of females already present. In a particularly clever experiment, scientists found that placing a stuffed female black grouse in the territory of a male who had failed to mate resulted in an increase in the number of females who enter that luckless male’s territory. Females are influenced by the preferences of other females.

At the human level as well, our automatic, nonconscious mental system uses the preferences of others to help us form our own preferences and even to help us evaluate how happy we are with a choice we have already made.

Excerpt from: 7 Secrets of Persuasion by James Crimmins

💎 On small changes leading to big outcomes (behaviour change)

In 2012 Facebook tweaked the algorithm to manipulate the emotional content appearing in newsfeeds of 689,003 randomly selected, unwitting users. Posts were identified as either positive’ (awesome!) or negative’ (bummer) based on the words used. In one group, Facebook reduced the positive content of news feeds, and in the other, it reduced the negative content. ‘We did this research because we care about the emotional impact of Facebook and the people that use our product,’ Kramer says. ‘We felt that it was important to investigate the common worry that seeing friends post positive content leads to people feeling negative or left out. At the same time, we were concerned that exposure to friends’ negativity might lead people to avoid visiting Facebook.’ Did tinkering with the content change the emotional state of users? Yes, the authors discovered. The exposure led some users to change their own behaviours: the researchers found people who had positive words removed from their feeds made fewer positive posts and more negative ones, and vice versa. It could have been an online version of monkey see, monkey do, or simply a matter of keeping up with the Joneses. ‘The results show emotional contagion’, Adam Kramer and his co-authors write in the academic paper.

Excerpt from: Who Can You Trust?: How Technology Brought Us Together – and Why It Could Drive Us Apart by Rachel Botsman

💎 On too much polling being bad for political parties (just like brands)

As a consequence, government too often moves from active to reactive — from thinking of new ideas to pandering to the latest popular trend. Public opinion, says Nadhim Zahawi, a Tory MP and founder of the polling firm YouGov, ‘used to be like a fine Scotch whisky: sipped and savoured occasionally’. Outside election season, Margaret Thatcher only received monthly updates on what voters thought, if that. Now, governments swig from that bottle every day.

You could argue that this helps them respond instantly to voters’ concerns. Yet all too often it leads to a focus on presentation over policy, and a willingness to back down in the face of noisy opposition (which itself is easier to put together in a more connected and less hierarchical age). As Zahawi says, ‘polls can only tell you how you should communicate what you want to do. They can’t tell you what you should do. Every policy creates a minority of losers, yet always the losers who are best organised and most vocal, particularly in an online arena.’

Excerpt from: The Great Acceleration: How the World is Getting Faster, Faster by Robert Colvile

💎 On more information leading to worse decisions (investment losses)

Why does this matter? There’s solid evidence that experiencing such losses—noticing that our portfolio is losing money—leads to poor choices. In one lab experiment by Richard Thaler, Amos Tversky, Daniel Kahneman, and Alan Schwartz, subjects were far more likely to invest in a bond fund when feedback was given more frequently. Unfortunately, these low-risk bonds also generate lower returns over the long haul. As the scientists noted, “Providing such investors with frequent feedback about their outcomes is likely to encourage their worst tendencies…. More is not always better. The subjects with the most data did the worst in terms of money earned.” Such is the vicious circle of loss aversion, as our strong dislike of losses causes us to lose even more.

Excerpt from: The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior by Shlomo Benartzi and Jonah Lehrer

💎 On claiming to do one thing well versus listing multiple benefits (perceived as less effective)

When an activity claims to satisfy multiple goals it is perceived as less effective than an activity with a single dedicated goal.

Students rated aerobic exercise as a more effective means of achieving a goal when it was described with one health goal (protecting from heart disease) than two goals (protecting from heart disease and maintaining healthy bones).

UNSEEN OPPORTUNITY

To maximise perceived effectiveness, you may need to claim to do just one thing well rather than present a longer list of I multiple benefits.

Excerpt from: The Unseen Mind by Ogilvy Change

💎 On how the group consensus sways other people’s opinions (we like to conform)

Additional experiments, growing out of Asch’s basic method, find large conformity effects for judgments of many different kinds. Consider the following finding. People were asked, ‘Which one of the following do you feel is the most important problem facing our country today?’ Five alternatives were offered: economic recession, educational facilities, subversive activities, mental health, and crime and corruption. Asked privately, a mere 12 percent chose subversive activities. But when exposed to an apparent group consensus unanimously selecting that option, 48 percent of people made the same choice!

Excerpt from: Nudge: Improving Decisions About Health, Wealth and Happiness by Richard Thaler and Cass Sunstein

💎 On how we twist the facts to see what we want to see (personality tests)

Subjects were asked to complete a bogus personality test. The experimenter then gave them all exactly the same sketch of their personalities, which he claimed was based on their test results. When asked about the accuracy of the sketch, 90 per cent of the subjects thought it a very good or excellent description of themselves. People are so good at distorting material to fit their expectations that the identical sketch was thought by each of nearly fifty subjects to apply specifically to him or her.

In addition to trying unconsciously to confirm his or her beliefs, anyone who pays to see a fortune teller will have invested time and money: unless he has just gone for a lark, he will therefore want to feel he has got something out of it (misplaced consistency) and hence will be predisposed to believe what he hears.

Excerpt from: Irrationality: The enemy within by Stuart Sutherland

💎 On the power of imagery (to teach)

We are more likely to remember concepts if they are presented to us as pictures rather than words.

For example, one study of discharged emergency room patients provided half of the participants with text-only instructions to properly care for their wounds, whilst the other half were given both text and cartoon depictions of each step. Three days later, 46% of patients given illustrated instructions demonstrated perfect recall of the prescribed techniques, compared to just 6% in the text-only condition.

Excerpt from: The Unseen Mind by Ogilvy Change

💎 On the damage of rewards (devaluing the task)

At the end of the last chapter, I showed that giving someone a negligible reward (or no reward) for performing an unpleasant act makes the act seem less disagreeable than it really is. One can also ask what is the effect of a large reward on the perception of a pleasant task. The answer is unequivocal: it devalues the task — in the eyes of those performing it. Nursery school children were provided in their playtime with brightly coloured Magic Markers and attractive drawing paper. Those who showed an interest in drawing were subsequently given the same apparatus in the classroom and encouraged to draw. One group was promised a glossy certificate for good drawing, while another was given no reward. Two weeks later the material was again provided and the children were told it was up to them whether they wanted to draw or not. The group previously given the certificate showed a marked decline in interest, while the other group drew as much as they had done in the previous two sessions. Presumably the children thought that drawing could not be of much interest in its own right if a reward was needed to make them engage in it.

Excerpt from: Irrationality: The enemy within by Stuart Sutherland

💎 On estimating how long a phenomenon will last (50% longer)

He made the assumption that the moment when he encountered the Berlin Wall wasn’t special—that it was equally likely to be any moment in the wall’s total lifetime. And if any moment was equally likely, then on average his arrival should have come precisely at the halfway point (since it was 50% likely to fall before halfway and 50% likely to fall after). More generally, unless we know better we can expect to have shown up precisely halfway into the duration of any given phenomenon. And if we assume that were arriving precisely halfway into something’s duration, the best guess we can make for how long it will last into the future becomes obvious: exactly as long as it’s lasted already. Gott saw the Berlin Wall eight years after it was built, so his best guess was that it would stand for eight years more. (It ended up being twenty.)

Excerpt from: Algorithms to Live By: The Computer Science of Human Decisions by Brian Christian and Tom Griffiths

💎 On giving people a licence to indulge (McDonalds salads)

My favorite example of this gap between the behavioral self and the aspirational self has nothing to do with reading, but usefully extends the foodie metaphor beyond doughnuts. In the early to mid-2000s, McDonald’s got more aggressive about promoting healthy options like salad and fruit on its menus. But its revenue growth in those years was due entirely to people eating more greasy fare, like cheeseburgers and fried chicken. New healthy options seemed to lure wannabe dieters into the restaurant, where they would order fast-food basics. In 2010, a group of wordsmithing Duke University researchers called this phenomenon “vicarious goal fulfillment.” Merely considering something that’s “good for you” satisfies a goal and grants license to indulge. People say they want hard news in their social media feeds, but mostly click on funny photos. People say they want to eat greens, but mostly order greasy sandwiches at salad-serving restaurants. People aren’t lying— they do want to be the sort of person who reads news! They do want to see salad options!—but mere proximity to good behavior satisfies their interest in behaving well.

Excerpt from: Hit Makers: The Science of Popularity in an Age of Distraction by Derek Thompson

💎 On getting controversial topics past censors (your boss)

But Marshall… not only admits his tricks… he seems to revel in them. On one episode of his [then] top-rated Laverne and Shirley series, for example, he says, “We had a situation where Squiggy’s in a rush to get out of his apartment and meet some girls upstairs. He says: ‘Will you hurry up before I lose my lust?’ But in the script we put something even stronger, knowing the censors would cut it. They did; so we asked innocently, well, how about ‘lose my lust’? ‘That’s good,’ they said. Sometimes you gotta go at ’em backward.”

On the Happy Days series, the biggest censorship fight was over the word “virgin.” That time, says Marshall, “I knew we’d have trouble, so we put the word in seven times, hoping they’d cut six and keep one. It worked. We used the same pattern again with the word ‘pregnant.’”

Excerpt from: Influence: The Psychology of Persuasion by Robert Cialdini

💎 On the importance of setting (Stradivarius but only if they know it’s a Stradivarius)

The French social scientist Claudia Fritz has examined, in various settings, the preferences of accomplished violinists for instruments made by old Italian masters like Stradivari. Everyone knows, if only from hearing of these incredibly valuable instruments being left in the backs of taxicabs, how lush and resonant they must sound, as if bestowed with some ancient, now lost magic. Who would not want to play one? But the expert musicians she has tested tend to prefer, under blind conditions, the sound of new violins.

In his book Strangers to Ourselves, Timothy Wilson has argued that we are often unaware why we respond to things the way we do; much of this behavior occurs in what he calls the “adaptive unconscious.”

Excerpt from: You May Also Like: Taste in an Age of Endless Choice by Tom Vanderbilt

💎 On stories persuading us more than bland stats (even for the most serious of matters)

Another frightening example comes from the realm of medicine. This time participants were given information on the effectiveness of treatments as a percentage of those cured overall (ranging from 90 to 30 percent). This is known as base rate information. They were also given a story, which could be positive, negative, or ambiguous.

For instance, the positive story read as follows: Pat’s decision to undergo Tamoxol resulted in a positive outcome. The entire worm was destroyed. Doctors were confident the disease would not resume its course. At one-month post-treatment, Pat’s recovery was certain.

The negative story read: Pat’s decision to undergo Tamoxol resulted in a poor outcome. The worm was not completely destroyed. The disease resumed its course. At 1-month post-treatment, Pat was blind and had lost the ability to walk.

Subjects were then asked would they undergo the treatment if they were diagnosed with the disease. Of course, people should have relied upon the base rate information of the effectiveness of treatment as it represented a foil sample of experience. But did this actually happen?

Of course not. Instead the base rate information was essentially ignored in favor of the anecdotal story. For instance, when participants were given a positive story and were told the treatment was 90 percent effective, 88 percent of people thought they would go with the treatment. However, when the participants were given a negative story and again told the treatment was 90 percent effective, only 39 percent of people opted to pursue this line of treatment.

Conversely, when told the treatment was only 30 percent effective and given a negative story, only 7 percent said they would follow this treatment. However, when low effectiveness was combined with a good story, 78 percent of people said they would take the drug. As you can see, the evidence on effectiveness of the treatments was completely ignored in favor of the power of the story.

Excerpt from: The Little Book of Behavioral Investing: How not to be your own worst enemy by James Montier

💎 On the adjective order that every English speaker knows but none of us can articulate (Hyperbaton)

The reason for Tolkien’s mistake, since you ask, is that adjectives in English absolutely have to be in this order: opinion-size-age-shape-colour-origin-material-purpose Noun. So you can have a lovely little old rectangular green French silver whittling knife. But if you mess with that word order in the slightest you’ll sound like a maniac. It’s an odd thing that every English speaker uses that list, but almost none of us could write it out. And as size comes before colour, green great dragons can’t exist.

Excerpt from: The Elements of Eloquence: How to Turn the Perfect English Phrase by Mark Forsyth

💎 On the misattribution of arousal (she’s not that into you)

When experiencing heightened emotions, people often mistakenly attribute the cause of arousal to the wrong source. The mind does not make clear and accurate assessments of why we feel a certain mood.

In a famous experiment, young men were asked to cross a high, dangerous suspension bridge. Whilst on the bridge, they interacted with a young female experimenter who offered them the opportunity to call her afterwards to ‘further discuss the research’. The group who met the woman on a high, dangerous bridge showed a much higher propensity to call the woman afterwards vs the control group who met the same woman on a safe bridge. Men in the dangerous bridge condition mistook their high state of emotional arousal for romantic attraction.

Excerpt from: The Unseen Mind by Ogilvy Change

💎 On “decision by committee” leading to grey advertising (outcome is predictable and safe work)

Decision by committee needs to be scrapped. Group decisions are becoming more and more common in business, but when it comes to advertising, the result is often a very costly and public mess.

When the consensus of a large number of people has to be reached, the most likely outcome is predictable and safe work. “They sit there in committees day after day, and they each put in a color and it comes out grey.”

Allan Sherman, American writer and television producer.

Excerpt from: How To Make Better Advertising And Advertising Better by Vic Polinghorne and Andy Palmer

💎 On the importance of brands signalling they’re interested in repeat business (tourist restaurant versus local pub)

What keeps the relationship honest, trusting and mutually beneficial is nothing other than the prospect of repetition.

In game theory, this prospect of repetition is known variously as ‘continuation probability’ or ‘w’. Robert Axelrod has poetically referred to it as ‘the shadow of the future’. It is agreed by both game theorists and evolutionary biologists that the prospects for cooperation are far greater when there is a high expectation of repetition than in single shot games. Clay Shirky has even described social capital as ‘the shadow of the future at a societal scale’. Yet businesses barely consider this at all (in fact procurement, by setting shorter and shorter contract periods, may be unwittingly working to reduce cooperation).

Yet there are, when you think about it, two different approaches to business. There is the ‘tourist restaurant’ approach, where you try to make as much money from people on their single visit. And then there is the ‘local pub’ approach, where you make less money from people on each visit, but you profit(?) more over time by encouraging people to come back. The second type business is much more likely to generate that + yield positive sum outcomes then the first.

Excerpt from: Eat Your Greens by Wiemer Snijders

💎 On the importance of getting a representative sample (telephone survey to assess telephone ownership)

Particularly amusing is this recent telephone survey: a company wanted to find out, on average, how many phones (landline and cell) each household owned. When the results were tallied, the firm was amazed that not a single household claimed to have no phone. What a masterpiece.

Excerpt from: The Art of Thinking Clearly by Rolf Dobelli

💎 On our attention becoming scarcer in the age of information (inattention blindness)

In one study of simulated driving led by David Strayer and colleagues at the University of Utah, subjects talking on their phones “missed seeing up to 50 percent of their driving environments, including pedestrians and red lights.” (They were also ten times more likely to not stop at a stop sign.) Another experiment by Strayer and colleagues found that people talking on their phones had slower reaction times than drivers with a blood alcohol level at the legal limit.

What causes these mental deficits? The scientists blame inattention blindness, which occurs whenever the amount of information streaming into the brain exceeds our ability to process it.

Excerpt from: The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior by Shlomo Benartzi and Jonah Lehrer

💎 On the importance of seeking inspiration from another field (the invention of Velcro)

The idea for Velcro, conceived by George de Mestral, occurred whilst out walking his dog. Burdock seeds were always getting caught in his dog’s fur as she ran through the fields. De Mestral, an engineer, inspected further, and found the seeds hooked onto the fur with a series of microscopic loops. And so Velcro was born. It would go on to be used extensively, from children’s trainers to boots for the moon landing. Good dog.

Excerpt from: Brutal Simplicity of Thought: How It Changed the World by M&c Saatchi

💎 On irony in advertising (ridiculing conventional persuasive techniques)

Irony itself can be elusive to define, but in ads it usually means the ridiculing of conventional persuasive techniques. As far back as 1932, Jack Benny told this joke about the sponsor of his radio show: ‘I was driving across the Sahara Desert when I came across a party of people who had been stranded for 30 days without a drop of water, and they were ready to perish. I gave each of them a glass of Canada Dry Ginger Ale, and not one of them said it was a bad drink.’

Excerpt from: 100 Ideas That Changed Advertising by Simon Veksner

💎 On our problematic obsession with the new (it’s not always better)

Just because something’s new doesn’t make it better. And just because you can do something, it doesn’t necessarily mean you should. We all know the advertising industry is obsessed with the word ‘new’, not just as a selling mechanism, but also a descriptor of its own corporate structures.

How many times have you read in advertising journals of the launch of a new agency with a new way of working? The advertising business is obsessed with the word ‘new’. Of course, ‘a new way of working’ with technology represents an embracing of evolving technologies and their opportunities, but sometimes in advertising we can behave like a child at Christmas who just keeps opening one present after another and never stops to play. It’s a case of: give me something new. New is good, old is bad. We talk about old technology as though it were bad and new as though it were virtuous. We need to have the wisdom to stand back and consider the gifts we’ve been given and how best to employ them.

Excerpt from: Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

💎 On how endings shape most of our memories (experiences are not remembered equally)

Experiences are not remembered equally, our memories are encoded with the experiences (both positive and negative) at their peak ‘most intense’ point and their ending ‘concluding moment’.

Participants experienced both of the following conditions:

Hand submerged in 14°C ice water for 30 seconds.

Hand submerged in 14°C ice water for 30 seconds followed by an additional 30 seconds while the water heated up to 15°C.

When asked which trial they wished to repeat, subjects actually counter-intuitively opted for the second, longer condition.

That is, exactly the same amount of time in the colder water, only to end a little warmer.

Excerpt from: The Unseen Mind by Ogilvy Change