Not only do I like quick facts about advertising, I love cool graphs and charts.
Here’s your daily dose of both. Enjoy.
Posts Tagged ‘psychology’
Advertising Meets Psychology
Wednesday, June 22nd, 2011Our Bundle of Biases
Friday, May 22nd, 2009
Did you ever wonder why two people with identical I.Q. education and upbringing can have totally different opinions about so many things?
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About three years ago, I helped sponsor a symposium on prejudice and discrimination at the University of Wisconsin. The keynote speaker was Mahzarin R. Banaji, a professor of psychology at Harvard University, who is an expert on human thinking and feeling that operate unconsciously in our mind with some emphasis on biases…to put her credentials in a nutshell. She maintains a web site called Project Implicit, which measures our biases in a number of areas, including gender, religion, skin tone, age, weight, etc. More than 6 million persons have completed the tests on the web site. In her speech, Professor Banaji claimed that all of us are afflicted with biases.
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I had dinner with her that evening and asked if even Indian gurus had biases. After all, some of them spend years in a cave or other isolation meditating and staring at a wall, or whatever to clear their minds to be totally in the here and now. She replied that she had actually tested a number of gurus in India and all of them had at least two biases: one against the lower caste systems, the other against Pakistan.
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So much for spending a lot of time in a cave.
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Biases, as Professor Banaji pointed out, are not always bad and they may be conscious as well as unconscious. For example, we may have a conscience bias for healthy foods or for dogs as pets. We are well aware of our conscience biases for the most part. An unconscious bias might be a racial bias. Even though we think we may have grown beyond such biases, in many instances what we really have done is learn to “manage” them, the key to working with our own irrational drives and feelings. And racial biases are grossly irrational, particularly since we’ve learned that our human DNA is not much different from a geranium’s.
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There may be a genetic basis to our biases. The Minnesota Study of Identical Twins Reared Apart shows that about 50% of our mental characteristics are inherited. The study, among other things, has found identical twins who never knew each other and were interviewed  as adults have such similarities as both chew gum, are liberals, alcoholics, divorced, gave their pets the same name, and on and on. This doesn’t mean we are stuck with our biases. If they are negative and we become aware of them and want to change, then change is possible.
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Biases can also vary considerably in strength—the weaker ones are easier to change, naturally—and they can apply to a wide bandwidth of our attitudes, including our perception of brands. More about this next time.
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A Snapshot of my Conversation with Richie Davidson About Fixing Serious Flaws In Our Personalities
Friday, February 13th, 2009Welcome to the MSI Blog.
We are asking our bloggers to write about any subject of interest to them, in addition to items of interest pertaining to our business. So I am taking advantage of that freedom for this, our first blog.
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My full time job is CEO of MSI. In my spare time I write psychology books with support from the psychology department of the University of Wisconsin.
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My specialty: The biology of human irrationality. In a nutshell, when we act irrationally, it’s usually our brain’s limbic system acting out, capturing our intellect, so to speak. That capturing might be for an hour or for years. And by the way, we share that system with chimpanzees, et al.
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I thought you might be interested in a conversation I had with Richie Davidson, who was named by Time Magazine in 2006 as one of the top 100 thinkers in the nation. He is a psychologist, psychiatrist and neuroscientist and a co-founder of the Health/Emotions Researcher Institute (I’m on its externalboard of advisers…very external), among other credentials.
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I asked Richie how he thought we would get rid of our greatest mental flaws twenty five or fifty years from now. For example, the flaws of an extreme paranoid - who is afraid to cross the street. Or a psychopath who can feel little or no guilt, remorse, embarrassment or empathy, while having an abundance of aggression and egomania.  It turns out that about 1% of the world’s population is psychopathic, and probably an additional 12% or so are downright mean and ruthless. If we could fix them, look at the peace and quiet the rest of us might have.
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All of our emotions, more than 200 of them are controlled by brain circuits or specific organs. Fear, for example is controlled by the amygdala, about the size of a walnut. These circuits and organs usually lie dormant until they are triggered by a sighting or a thought. They are like third parties in our brains, ready to make us happy or drive us nuts, or make us too cautious, or a nuisance or a danger to others.
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Since they are all biologically based, eventually we may be able to adjust the most wayward of them physically, sort of like fixing a hernia. When I was writing a book about power freaks, I attended a seminar and sat next to Mary Ellen Oliveri, then chief of the Behavioral Science Research Branch of the National Institute of Mental Health. I told her I was surprised at the lack of research on the topic. She said that if they did the research and came up with a pill for power freaks, psychopaths, et al, who would take it? In other words, she was suggesting, the Adolph Hitlers of the world were not about to take a pill.  People like that think the rest of us aren’t thinking straight.
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Richie surmised that the answer way off in the future might lie in a genetic missile, introduced in our bloodstream that would somehow be directed to the specific brain circuitry involved. For psychopaths it might be the circuits controlling guilt, remorse, nurturance, and empathy which may not be operating at all. The missile would attack the DNA in the cells of the circuitry involved and turn them on. Boom, you’d have a psychopath who wants to hug you rather than kill you.Â
A lot more would be involved in this including the questions of ethics, morality, judgment and so forth, but thought you’d appreciate the snapshot, if at this point you haven’t wandered off.










