Coding Horror: 9 Ways Marketing Weasels Will Try to Manipulate You - The Diigo Meta page

• 13 Dec 09
  

  Nils Müller

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• 29 Sep 09
  

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• 24 Sep 09
  

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• 22 Sep 09
  

  Jon Aston

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• 21 Sep 09
  

  Little Wonder

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  eebo grooven

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• 20 Sep 09
  

  Brendan M

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  Joelle Nebbe-Mornod

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  Seçkin Anıl Ünlü
  • It's a fascinating examination of why human beings are wired and conditioned to react irrationally. We human beings are a selfish bunch, so it's all the more surprising to see how easily we can be manipulated to behave in ways that run counter to our own self-interest.
  • If you don't understand how these irrational behaviors are triggered, the marketing weasels will use them against you.
  • 33 more annotations...
  • • 1. Encourage false comparisons
    • Realize that some premium options exist as decoys
    • Don't make binding decisions solely based on how easy it is to compare two side-by-side options from the same vendor. Try comparing all the alternatives, even those from other vendors.
    • Don't be swayed by relative percentages for small dollar amounts.
    • 2. Reinforce Anchoring
    • Simonsohn and Loewenstein found that people who move to a new city remain anchored to the prices they paid in their previous city.
    • Scale your purchases to your needs, not your circumstances or wallet size.
    • Try to objectively measure the value of what you're buying; don't be tricked into measuring relative to similar products or competitors.
    • 3. It's "Free"!
    • Ariely's theory is that for normal transactions, we consider both upside and downside. But when something is free, we forget about the downside. "Free" makes us perceive what is being offered as immensely more valuable than it really is.
    • You will tend to overestimate the value of items you get for free.
    • Free stuff often comes with well hidden and subtle strings attached.
    • 4. Exploit social norms
    • Companies may appeal to your innate sense of community or public good to convince you to do their work at zero pay.
    • When it comes to the web, make sure you aren't being turned into a digital sharecropper.
    • 5. Design for Procrastination
    • Allowing students to pre-commit to deadlines improved performance. Students who spaced out their commitments did well; students who did the logical thing and gave no commitments did badly.
    • Steer clear of offers of low-rate trial periods which auto-convert into automatic recurring monthly billing.
    • Either favor fixed-rate, fixed-term plans -- or become meticulous about cancelling recurring services when you're not using them.
    • 6. Utilize the Endowment Effect
    • We fall in love with what we already have. We focus on what we might lose, rather than what we might gain. We assume that other people will see the transaction from the same perspective as we do.
    • The value of what you've spent so far on a service, product, or relationship -- in effort or money -- is probably far less than you think. Be willing to walk away.
    • 7. Capitalize on our Aversion to Loss
    • Players just couldn't tolerate the idea of the loss, and so they did whatever was necessary to prevent their doors from closing, even though disappearance had no real consequences and could be easily reversed. We feel compelled to preserve options, even at great expense, even when it doesn't make sense.
    • If your choices are artificially narrowed, don't passively get funneled towards the goal they're herding you toward. Demand choice, even if it means switching vendors or allegiances.
    • Don't pay extra for options, unless you can point to hard evidence that you need those options.
    • 8. Engender Unreasonable Expectations
    • If you tell people up front that something might be distasteful, the odds are good they'll end up agreeing with you--because of their expectations.
    • Whatever you've heard about a brand, company, or product -- there's no substitute for your own hands-on experience. Let your own opinions guide you, not the opinions of others.
    • Just because something is labelled "premium" or "pro" or "award-winning" doesn't mean it is.
    • 9. Leverage Pricing Bias
    • Price often has nothing to do with value. Expensive is not synonymous with quality.
    • Don't fall prey to the "moneymoon"; just because you paid for something doesn't mean it's automatically worthwhile. Not everything we pay money for works well, or was even worth what we spent for it.
• 

  chellery stick
• 16 Sep 09
  

  Free stuff often comes with well hidden and subtle strings attached. How will using a free service or obtaining a free item influence your future choices? What paid alternatives are you avoiding by choosing the free route, and why...When you use a free se

  advertising

• 15 Sep 09
  

  J Phil Glockner

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• 14 Sep 09
  

  John Doe

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• 13 Sep 09
  

  Ann Steckel

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  Etienne Hayem

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  Herbert RL

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• 12 Sep 09
  

  Tony Hine
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  Tobias Diez

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  Christophe Lauer

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  Gil Shefer

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• 11 Sep 09
  

  Isk Aldur

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