One of the problems with advertising experts is that they have a free pass.

They go around to conferences, they talk to the press, they write stupid blogs, and they make profound and confident statements about the advertising industry.

And no one ever goes back and checks up on them.

You can be conditioned through advertising to choose logically inferior options.

We can even become conditioned to find great pleasure in things that harm us.

Nudge theory is very important because it says big problems can be solved by human-centered marketing thinking.

That’s why it’s vitally important for us to make noise about marketing’s ability to come up with solutions to problems.

Participation inequality.

It’s well known that when it comes to people’s digital behaviours, not everyone wants to participate. And that not everyone wants to participate equally.

The theory of Participation Inequality states that in most online communities:

90% are lurkers who never contribute

9% contribute a little
1% account for almost all the action

The Participation Paradox by Martin Weigel

A lot of our behavior and opinions are undertaken to avoid cognitive dissonance.

We want to feel good about ourselves and we desperately go around constructing stories that prop up that belief.