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One of the most useful business school classes I took was entitled "Consumer Behavior" which was a deep dive into behavioral psychology and all the techniques u

One of the most useful business school classes I took was entitled "Consumer Behavior" which was a deep dive into behavioral psychology and all the techniques used by marketers / websites to grab our attention. Booking.com rather overtly hits on all the techniques we discussed in detail. I used to think these techniques were "dirty." But humanity evolved to be responsive to this type of manipulation. It seems the web has accelerated this process with the ability to A/B test on a massive scale. All the big websites exploit cognitive biases to drive engagement - facebook, google, twitter, instagram, netflix, youtube. This is one of the reasons I'm convinced knowledge of behavioral economics is one of the most critical pieces of knowledge to have in the early 21st century - not only can you use it to drive engagement on your own platforms, but you can learn what tell-tales you are biased to react to, and resist accordingly.

arkitaip 9y ago
Not sure I understand your logic. Are you saying that these tactics aren't "dirty" because as human beings we are very susceptible to them? One would argue they are unethical precisely because of this. Or do you mean it's ok because everyone else does it?
- nonsequ 9y ago
  Well he’s calling for more education and awareness. It’s like Big Food. The entire CPG industry has been stuffing people with sugar, salt, and fat for decades, exploiting human nature. We are finally seeing society resist this as we have become educated about the dangers of sugar and salt consumption. Meantime, putting ethics aside, all the major food and beverage companies made hay for a long time until recently. What is ethical and what is money-making can be at odds for a long time before they converge (if ever).
- bkohlmann 9y ago
  As someone who stove to be "rational" in everything I did, and dismissed the power of emotions in human decision making, coming face to face with the effectiveness of persuasion made me realize that winning friends and influencing people was about speaking a language that resonated with actual humans. The way people behave and respond has been studied for generations - and the best salespeople in all realms either intuitively or deliberately have discovered what makes people lean one way or another. It's a huge mistake to dismiss the biases that define us, but rather we should embrace and understand their impact.
plinkplonk 9y ago
Can you suggest any good books on this? (or perhaps just the textbook your class used?)
- bkohlmann 9y ago
  For sure! Our "textbook" was "Influence" by Robert Cialdini. Here's a number of others: -"Thinking Fast and Slow" by Daniel Khaneman -"The Undoing Project" by Michael Lewis -"Fooled by Randomness" and "The Black Swan" by Nassim Nicholas Taleb -"Pre-suasion" by Cialdini -"The Moral Animal" by Robert Wright -"The Most Important Thing" by Howard Marks -"Everybody Lies" by Seth Stevens-Davidowitz -"How to Fail at Almost Everything and Still Win Big" by Scott Adams -The "Freakonomics" Trilogy

arkitaip 9y ago

Not sure I understand your logic. Are you saying that these tactics aren't "dirty" because as human beings we are very susceptible to them? One would argue they are unethical precisely because of this. Or do you mean it's ok because everyone else does it?

nonsequ 9y ago
Well he’s calling for more education and awareness. It’s like Big Food. The entire CPG industry has been stuffing people with sugar, salt, and fat for decades, exploiting human nature. We are finally seeing society resist this as we have become educated about the dangers of sugar and salt consumption. Meantime, putting ethics aside, all the major food and beverage companies made hay for a long time until recently. What is ethical and what is money-making can be at odds for a long time before they converge (if ever).
bkohlmann 9y ago
As someone who stove to be "rational" in everything I did, and dismissed the power of emotions in human decision making, coming face to face with the effectiveness of persuasion made me realize that winning friends and influencing people was about speaking a language that resonated with actual humans. The way people behave and respond has been studied for generations - and the best salespeople in all realms either intuitively or deliberately have discovered what makes people lean one way or another. It's a huge mistake to dismiss the biases that define us, but rather we should embrace and understand their impact.

plinkplonk 9y ago

Can you suggest any good books on this? (or perhaps just the textbook your class used?)

bkohlmann 9y ago
For sure! Our "textbook" was "Influence" by Robert Cialdini. Here's a number of others: -"Thinking Fast and Slow" by Daniel Khaneman -"The Undoing Project" by Michael Lewis -"Fooled by Randomness" and "The Black Swan" by Nassim Nicholas Taleb -"Pre-suasion" by Cialdini -"The Moral Animal" by Robert Wright -"The Most Important Thing" by Howard Marks -"Everybody Lies" by Seth Stevens-Davidowitz -"How to Fail at Almost Everything and Still Win Big" by Scott Adams -The "Freakonomics" Trilogy