Posts Tagged ‘marketing’

Suggestible You 9

March 25, 2017

“Suggestible You” is the title of a book by Erik Vance.  The subtitle is “The Curious Science of Your Brain’s Ability to Deceive”, Transform, and Heal.  This post is about the placebo response and related phenomena.   This is the ninth post on this book.

This post is on what might be called “marketing placebos.”  You can market yourself to yourself through what you think about yourself and via self talk.  “I  have a chance, I think I should apply for the job, position, …”  “versus “I have no chance for the job, position, …, so I’m not going to apply.”  A much larger example might be, “life is not worth living” versus, “Such an opportunity life presents, think of all the things I can learn, all the things I can do, the nice friends I can have.”  In fact, just forcing ourselves to smile can make us feel better.

Marketing placebos are like pain placebos in that they require healthy input from the reasoning prefrontal parts of the brain.  Most companies achieve this in one of two ways.  One way is by creating, cultivating, and enhancing a particular brand.  The other is via the price tag.  If a company tells you it has a new line of brain-enhancing drinks, and you believe it, you’ll likely find that, your cognitive performance actually improves after drinking it.  And if they tell you it’s an especially expensive brand, your performance will likely go up even more.  This same principle applies to branding.  Vance notes that studies suggest that athletes perform better when they drink favored water out of a Gatorade bottle.  And students’ test scores rise when they use a pen labeled “MIT.”

The researchers who did these studies correlated the subjects’ level of suggestibility to how they thought about the nature of intelligence and learning.  Those who thought of intelligence as more or less fixed were more suggestible to brands than those who saw intelligence as fluid.  So readers of the healthy memory blog should not be as suggestible to brands  as people who do not read this blog.  This is because growth mindsets are repeatedly advocated in this blog.  If this point is not obvious, enter “growth mindsets” or “Carol Dweck” into the healthy memory blog search block.

Fad diets can be regarded as an example of marketing placebos.  Key to the success of these diets, is a good story that makes the diet compelling.  The placebo effect likely plays a large part in the initial success of the diet.  And in the long term, few of them work.  Lost weight usually finds a way to return.

Vance argues that this same expectation applies to most of the “toxins” we read about.   He writes, “Evil free radicals and toxins are just stories.  We buy them or we don’t.”  And remember the role that social inputs play in amplifying placebo effects.

These effects extend to athletics.runners who thought they were getting blood doping shaved 1.2% of their times.  Another study demonstrated that weight lifters improved their performance by 12% to 16% when they were taken caffeine (a known, albeit legal performance enhancer), but were actually only taking placebos.

Another Post on Psychology as a STEM Discipline

September 1, 2016

HM likes to address this topic at the beginning of the school year.  Psychology is officially a STEM discipline.  STEM stand for Science, Technology, Engineering, and Mathematics and these are the disciplines highly prized for our economy.  Many are probably surprised that psychology is a STEM discipline because they think of psychology in a clinical sense and often confuse these psychologists with psychiatrists.

Well there is a scientific version psychology, parts of which are frequently termed neuropsychology because of the neurological structures and brain imaging techniques that are used.  For the student interested in science psychology is recommended because it crosses many levels of science.  Some psychologists image the brain and make recordings and measurements of the brain.  Cognitive psychologists study perception, memory, decision making, problem solving, and creativity.  Social psychologists study how groups of people interact.  Organizational psychologists study how organizations work and prosper.  Each of these sub-disciplines of psychology has special methodologies for dealing with these problems.  There are also mathematical psychologists and engineering psychologists.  HM had the privilege of serving as President of Division 21 of the American Psychological Association (APA) which is the Division for Engineering and Applied Experimental Psychology.

Although there are marketing psychologists, if you are interested in marketing it might be better to study marketing in a Business College.  If you are interested in how others think and feel, you might be better advised to study literature or drama in college.  Literature is known for fostering empathic understanding, which might be more of what you are interested.  Although HM has not seen any literature on The benefits of studying drama, he has a hunch that the study of and participation in drama might have similar benefits.  However, if you are interested in the scientific study of humans, then psychology would be a good choice.

© Douglas Griffith and, 2016. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Douglas Griffith and with appropriate and specific direction to the original content.

Everything is Obvious* How Common Sense Fails Us

July 20, 2014

The asterisk in the title points to “once you know the answer.” This is the title of an interesting and important book by Duncan J. Watts. Duncan majored in physics as an undergraduate and finished with a Ph.D, in engineering. His dissertation was on the mathematics of small-world networks. However, after finishing his formal education he came to the conclusion that most of the important problems that needed to be addressed were in the social sciences.

I certainly agree with Dr. Watts. In the past I’ve written how it was a mistake to exclude psychology from the STEM (Science, Technology, Engineering, and Math) disciplines. Unfortunately when the sciences are mentioned people tend to think of the hard sciences and engineers wearing lab coats. Indeed in 2006 Senator Kay Bailey Hutchinson proposed to cut the entire social science budget of the National Science Foundation. So she was, in effect, recommending that the NSF budget be cut where it is most needed.

Everything is Obvious is divided into two parts: Part One is titled “Common Sense,” Part Two is titled “Uncommon Sense.” One of the problems is that too many people think of the social sciences as dealing with problems that can be solved with common sense. Moreover, common sense has favorable connotations. Dr. Watts disabuses us of this notion, showing how common sense is often wrong, and that many problems remain unsolved because of mistaken notions regarding common sense. Dr. Watts elaborates on the difficulties of most important problems and the difficulties involved in making accurate predictions. Finally, he discusses approaches for dealing with these apparently intractable problems.

Everything is Obvious should be a must read not only for the sciences, but for anyone interested in any activity, be it politics, business, marketing, philanthropy, that involves understanding, predicting, changing, or responding to the behavior of people.

© Douglas Griffith and, 2014. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Douglas Griffith and with appropriate and specific direction to the original content.