When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for good reason.
Manipulation isn’t necessarily pejorative; it’s a very common and fairly benign tactic.
Typical manipulations to influence behavior include:
– Dropping the price
– Running a promotion
– Using fear Peer pressure
– Aspirational messages
– Promising innovation
The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.
This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’
Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.
Recognizing the irrationality of our decisions can help us make more informed, sensible choices and save money.
There are only two ways to influence human behavior:
– You can manipulate it
– You can inspire it