You are shopping for a new computer and the salesperson you are talking to is offering you what seems to be a good deal. And yet there is a part of you that feels uncomfortable and isn’t sure if this is the right computer, or the right deal, or the right store for you. If you had to articulate why you felt uncomfortable you might not be able to say why, or you’d make up a reason, but that might not really be the reason. So what’s going on?
Your unconscious mind is faster than your conscious mind — One of my favorite pieces of research is the study by Bechara and Damasio. It’s a little complicated to explain, so a few months ago I put together a short video “re-enactment” to help describe the research. I have a summary below as well:
A favorite theme these days when writing about the unconscious mind and decision making is about how bad we humans are at making decisions. A perfect example is Dan Ariely’s Predictably Irrational.
Don’t get me wrong… it’s a great book, and I recommend that you read it BUT I take issue with one of the basic underlying and overt assumptions. The book explores human decision making, and describes (in an easy to read and entertaining way) some of the research on how people make decisions. I write in Neuro Web Design about all the myriad ways the unconscious mind guides, decides, affects the decisions we make. No disagreement there. But where we disagree is Ariely’s assumption that if we would all pay attention to how irrationally we are making decisions then we would see the light and start to change. He is saying that we can overcome our innate tendencies to be irrational and instead choose to make rational choices.
He’s missing the point. We aren’t actually irrational. We’re perfectly rational — according to the UNconscious mind. It’s an adaptive response (see Timothy Wilson’s book Strangers to Ourselves: The Adaptive Unonscious). And we can’t change. That’s like saying that people should stop seeing color. We can’t! It’s just the way we’re built. Our seemingly irrationality comes from the way the unconscious mind has learned to deal with the huge amounts of data that that logical conscious mind can’t begin to process in a quick manner.
I say we accept and embrace the unconscious mind and celebrate what it does for us rather than judging us as irrational. It’s not irrational. It’s being human.
I get plenty of marketing emails, and this one that came the other day really stood out. Credo Mobile… it’s a cell phone service provider that also promises political change! They use 5 different persuasion techniques, all on one page:
1. The word “Free” is very powerful and they use it several times
2. Scarcity — “Offer Expires…”
3. Association — They are a politically active company, and they talk about Barack Obama on the page… they are associating themselves with Obama… like Obama, then you will like them
4. Consistency — The message is: If you are someone who cares about being progressive, then you want to (be consistent) and use a progressive cell phone service provider.
5. Social Validation – -The bottom ofthe page has a customer testimonial, with a name and photo.