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Attribution & Choice

Lesson 21 from: FAST CLASS: The Power of Habits

Art Markman

Attribution & Choice

Lesson 21 from: FAST CLASS: The Power of Habits

Art Markman

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Lesson Info

21. Attribution & Choice

Lesson Info

Attribution & Choice

when we think about this. This these feelings influence all sorts of choices that we make in our life, and they do this in many different ways. One of the ways that they do it is that the faster we think about things, the more that we like them. Okay, and I can influence, and you can influence how easy it is to think about certain things. So one of the one of the great effects in psychology was discovered by a guy named Bob Zions who who did this work on what's called mere exposure. The mere exposure effect is the idea that you like something better just from having seen it before on page 38 of the booklet. So this is in Section three for Session three. Um, and there's There's an exercise labeled a fluency exercise, and there are that There are two pages, 38 39 on pages 38 39. You're going to read to product descriptions and, uh, just tell us how you feel about that product. So we had this fluency exercise. Now, the point of this exercise, if you if you didn't get to see this if you if...

you didn't download the pdf. All right, I'm gonna try and just try and show this to you. There were two product descriptions, one of which was written in a horrible font, Right? It's It's this. It's this really It's script close together, small. And then the other product description was written in a much clearer fun. You know, one of these beautiful send Sarah funds. Now, the point of this is, if you, you know, obviously in a setting like this, where we're already talking about this stuff, it's hard toe to really get this store to think toe work. But but often in experiments, they do this, and what they find is if I make something really hard for you to read difficulty cause the font is bad, you don't necessarily realize that the difficulty you had while reading it was making this frustrating. And so you begin to think I don't like this product because it was hard for me to read the font. Okay, And if it's easy to read, if it's if it's easy for you to understand and to read what you're reading, then that fluency transfers over to the product itself. So if you're trying to make a good impression, advertising or inter personally or whatever it is you want to be easy toe, understand, easy to read right, the more difficulty it is for people to understand what they're what it is that you're trying to tell them because of the way that you're saying it, the more that people are gonna have a negative impression of you, even if the content of what you're saying is something that they would normally agree with, They are influencing what it is that I think about whether I wanted to or not. Most of us don't realize this. Most of us think you know what? I can ignore the ads. I'm not going to be affected by advertising cause I'm too smart for that. But the fact is that advertising is not influencing how we explicitly think about things. What it's influencing is what we feel good about. And we feel good about it because we've been staring at the logo or we've been staring at the logo paired with a cute baby. So if you're in an environment in which there's been a tremendous amount of advertising where people have been manipulating how you feel about things and how easy it is for you to think about those things, then your feelings alone might actually be getting you into trouble because they're dry. They're driving you towards decisions that are being influenced by the other people who've paid to be in your environment.

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Keshav Ittea
 

Great tutorial...concise and relevant

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