“A store wants to sell more of something there are many things that can do do signs could be placed around the store to advertise a specific aisle and ads attract people with coupons. But small imperceptible changes can work just as well and at a fraction of the cost. It s a concept called nudging that more and more companies are hiring psychologists to study and use instead of advertising directly they might paint the toothpaste aisle with a reflective coating to you and i this would seem like a meaningless design decision. But as customers walked by they see themselves including their teeth reflected in the mirrored shelves a few steps later they re more likely to put some whitening toothpaste in their cart.
If asked why they bought it people might make up a reason or maybe admit that they didn t like the look of their teeth. But they wouldn t suspect that the store planned it nudging can come in a million different tiny forms one section of a grocery store might be better lit making you move in its direction or more profitable items might be placed on shelves at eye level making them easier to see. But they can also be the heart of a business. Costco is designed more like a warehouse than a store.
It s designed specifically not to be convenient because while you re running around trying to find something you ll spot. Some other things to buy as well gems. Push hard for memberships. But then nudge you away the more equipment is used the more often it needs fixed or replaced.
And the less money they make gyms aren t designed for your comfort. It s just the opposite the ideal customer feels guilty enough to keep paying for his membership. But uncomfortable enough to avoid going now. If you believe that our brains will eventually be fully understood by scientists then there are no limits to how much people could be nudged.
Companies will have a blueprint to your brain with a recipe that will guarantee your purchase of anything..
But even if not our brains can still be influenced assume that companies will keep wanting money and psychologists will continue better understanding the brain and at some point. Nudging will become not just suggestion. But active manipulation. Amazon won t just predict.
What s on your shopping. List. They ll actually create it so. Where should we draw the line between nudging as just another marketing strategy and unjust coercion.
Many people would draw the line at option companies can push you to buy more bananas. But if they re honest about their methods. It isn t so bad a store might place a sign at the entrance. That says we use psychological research.
To help you buy the best products a very corporate statement. But a fair warning that people can recognize. But being told the flaws of your brain is not enough to prevent them i can tell you that all of these dots are white and you can really believe me. But that won t stop your brain from seeing otherwise.
So why should simply telling someone make it acceptable..
When the manipulation. Still works unless. The brain can be and is completely understood companies will have to estimate the effectiveness of their nudges. Just like any advertising campaign.
They won t know exactly on who or how well a nudge will work only an overall success rate. It s hard to say what exact percentage is too high that would always seem arbitrary. But some would say as long as there s some amount of choice involved then it s more marketing than manipulation. But this too is arbitrary sure a store doesn t know if you will buy something.
But some number of people will for them the nudge was responsible for the purchase not their free choice. The simple answer is that it all depends on what people are being nudged towards if people are pushed to buy healthy and helpful products. It s okay. But if it s used to harm them then it s not but this too has flaws stores can t be trusted to make this judgement themselves.
So governments have to decide what moral and immoral purchases look like and even if we could make that distinction. We would still lack any sense of freedom. It s the same reason. We don t outlaw everything unhealthy.
We value choice..
Whether we consider something good or not the interesting thing is that a lot of these points also apply to advertising generally it too manipulates our brains against our will so is advertising. Just as bad or is nudging more deceptive either way there s no way to avoid. These questions. Because there s really no way to stop nudging.
A store has to be designed some way so companies have no choice. But to nudge in some direction. Even unintentionally so what do you think what s the difference between a good and a bad nudge is there one at all. If you re like.
Me. The news is so frustrating. You ve kind of just stopped paying attention. I could make a whole video on everything wrong with news sites ads cover 90 of your screen.
But they make you disable adblock. There s so much bias and they put the good articles behind a paywall. But there s a way to get the news without all of that compass news is a news website. That s actually worth reading you get articles from sites like the new york times.
Wall street journal wired and the economist..
But without the ads. Without the paywall and completely free. They write summaries. So you can quickly get just the most important information.
Even if you only have a few moments you can just glance at their ios or android app. They also understand that no source can be 100 neutral. So they present different viewpoints in one place. It s really the opposite of clickbait.
The goal is to actually make you like the site. So you ll come back not show you whatever it takes to generate ad revenue. Imagine that compass news is vc backed meaning they re getting funding to build the business. So you might as well take advantage by using the service for free sign up at compass news co uk slash poly matter.
Pol y ma tter and that ll help me by showing that i sent you it only takes a few seconds to sign up and if you don t like it you can just leave thanks to compass news for sponsoring this video. ” ..
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“Advertising tries to convince you to buy things, but nudging is about influencing customers without their knowing. It s only going to be used more and more, but where should we place limits (if at all)?nn*This video includes a paid sponsor. This sponsor was not involved in the making of the video, nor did they write any of the script. All portions of the advertisement are located at the end of the video, which was paid for as sponsored advertising content. This channel is not directly affiliated with the sponsored company, but does explicitly endorse their product after testing it firsthand. If you have questions or concerns about sponsored content, please email PolyMatter using the channel page.nnMusic:nHidden Agenda Kevin MacLeod (incompetech.com)nLicensed under Creative Commons: By Attribution 3.0 Licensenhttp://creativecommons.org/licenses/by/3.0/”,
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