The secret to why you're being lied to a thousand times a week

The title of this blog was designed to be an experiment. It’s called ‘click bait’. Whether it worked is up to you being honest to yourself, did the fact the title was designed to slightly scare you make you want to click on it more?

What’s at work here is what Dan Gardner calls our ‘gut’ in his book ‘Risk’. He splits the brain into two parts: Head and Gut. Head is the rational one, who thinks about things objectively and without emotion, but he can be rather lazy (it’s an effort to use head). Gut is the part of our brain associated with emotional and that ‘gut’ feeling we get when something is just right or wrong. Gut is an easy part of the brain to use, and it’s the one active when we just want to ‘veg out’. Gut says, get me pizza, Facebook and a sofa…

Back to the click bait. The reason it is in the interest of the media, blogs like this one, news programmes, newspapers and corporations to use titles or themes like the one I’ve fictitiously used is because FEAR SELLS. Fear makes money. Fear is a fantastic marketing tool, seriously. That’s why we can’t turn on the TV or open a magazine without seeing it at work.

Fear sells because it acts on our ‘gut’ (the emotion part of our brain). When we see a story like ‘A story you can’t afford to miss!’ our gut goes crazy and tells us we need to read the story (or more increasingly, watch the video) because we could be in awful danger if we don’t. It might even be subtler though. We thirst for social acceptance as humans. If the title stipulates that we could be missing out on an opportunity for social gain, it also scares us in a more subconscious way.

What’s the problem with this? Sometimes the threat and dangers people write about are true: “there is a genuine chance of me being injured or affected by XYZ, I would rather know about it than not”. Absolutely, I agree. However, a great deal of what the media purports to be important or a threat can be quite shockingly fabricated. Try this example I’ve took from the book:

This is a typical example of the press taking advantage of our commonly accepted beliefs as a society (we tend to think the same as our peers), and intensifying them by fear mongering using very dubious sources. This is very troubling, because a lot of what we take as accepted knowledge comes from such sources.

Dan Gardner concludes by saying that a balanced perspective is vital. If you feel strongly something, try to use ‘head’ to research information about it, then make your judgements. I know I’m going to start doing so.

Use your unconscious mind to add 10% to your grade

What if I said that it was possible to prime people’s behaviour around you that would directly affect how that person deals with the world around them subsequently? This is something that I have recently discovered in a book called ‘Blink’, and it’s ever so slightly unsettling.

A psychologist named John Bargh conducted a priming experiment where he told people to come to his office and take a sentence-arranging test, and then he looked at how they behaved after the test. As an example: one jumbled sentence could be ‘shoes give replace old the’. There were around 10 of these sentences to un-jumble.

The sentence puzzles themselves are easy to solve. However, the real impact of the study comes after you leave the office. After you had left the office, you would have walked down the corridor more slowly than you had previously walked in. The test affected the way you behaved, because it was primed with words such as “worried”, “Florida”, “old”, “lonely” and so on. This happens because your ‘adaptive unconscious’ brain is picking up on the subtle cues that come from words we associate with being old, and reacting to them by literally adjusting the way you deal with your environment. In this case, it slowed your walking speed down because it had been slightly primed to think you were old.

Lets not go 0-100 here. Gladwell is quick to reassure that priming is not the same as brainwashing, it’s not like you could subtly use words associated with my childhood such as “mum”, “sleep” or “dummy” and I would reveal my deepest kept secrets about how I sucked my thumb for so long......

On the other hand, the effects of priming aren’t trivial. In the book, Gladwell introduces the story of two Dutch researchers who did a study in which they had groups of students answer forty-two fairly demanding questions from a board game called Trivial Pursuit. Half of the students were asked to take five minutes beforehand to think about what it would mean to be a professor and write down everything that came to mind. Those students got 55.6%. The other half were asked to sit down and think about soccer hooligans. They got 42.6% right. That gap is enormous. The students had matching aptitudes for the test, but their unconscious brain was primed differently. To university students, even being able to add 2% to your overall score could be the difference between a 1^st and a 2:1.

This is a small demonstration of the power of your unconscious mind. It whirrs away while we go about our day, and most of the time is an exceptionally useful tool. However, be aware that when primed in a certain way, it can have a profound effect on how you deal with reality.