Too Clever For Our Own Good: How The Third Person Effect Makes Us Vulnerable To Persuasion Techniques

This guest post is written by David James Bawden. David James is an up and coming Marketing Assistant at SPL International. His ideas on content marketing and perspectives are his own and do not necessarily represent those of SPL International. Follow him on Twitter and read his blog at http://doingthingsdigitally.com/

How easily do you find yourself persuaded by adverts? When lynx tells you that their new deodorant will have women flocking to you do you feel a sudden need to rush out to buy lynx? Or do you find yourself wondering who these obvious sales techniques actually work on? Insulted that the company running the advert thinks so little of your intelligence?

This reaction, thinking that adverts influence the intangible ‘other’ more than they influence yourself is known as the third person principal and it actually makes you dangerously susceptible to persuasion techniques.

Psychological studies have shown that when watching an advert proven to be highly persuasive to them, people have dismissed the effect on themselves but said they believe that the advert would be persuasive to ‘other people’.

This effect is amplified when the person sees the subject as being of little or no relevance to themselves meaning you are more likely to be influenced when forced to think about something you previously had no interest in.

Clearly there is a danger here. By dismissing an adverts power to persuade out of hand we are making ourselves more open to the message that advert is trying to get across. Instead of looking down on the none existent ‘others’ we should be more aware of how marketing messages affect us and understand exactly what power they have to influence us.

David James Bawden

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: hsconsultingandtraining@gmail.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/
HSCT’s website: http://www.hsconsultingandtraining.com

Wisdom in the Machine

When the astronaut Dave powers down the rebellious HAL 9000 computer in 2001: A Space Odyssey, and more recently in the 2013 film, Her, starring Joaquin Phoenix, we determine through pop culture, what machine “death” looks–and feels–like.

The fact of murder comes from the fact of life and ideas and philosophies that we have as individual humans–and collective societies–about what traits constitute life.

In the case of a machine, we here at HSCT take the position that a machine cannot overcome the limitations of its creator.

Life is defined, not only by self-sustaining processes (we were asked while writing this post, if it would be murder to power down a machine created by another machine) but also by wisdom that is attained through life experience.

The crux of wisdom lies at the intersection of common sense, insight and understanding.

HAL 9000 may have had one, or even two, of those things—such as insight and understanding—but “he” (see how we anthropomorphized an inanimate object there) lacked the third trait in spades: common sense.

Just like Skynet in Terminator or the machines and computer programming networks of The Matrix, HAL 9000 was unable to negotiate in good faith with his creator.

“He” made an “all or nothing” decision about Dave’s presence, Dave’s mission and Dave’s motives and then took extreme action.

The same way that the machines did in The Matrix and Terminator.

The ability to negotiate with others in good faith, and to honor those agreements, is a human trait based in knowledge, experience, common sense and insight, not just a happy byproduct of a conscious mind.

And until machines have the ability to negotiate with, not only their environments in the rudest sense of the term, but also with their creators, we should feel free to power them up—or down—at our will.

After all, our Creator does the same thing.

Right?

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/

[Opinion] Generous Polluters

In an abundance economy, there is one polluting element that is produced.

It’s more toxic than carbon dioxide and more damaging to the environment than the plastic bag island floating out somewhere in the Pacific.

It’s more damaging to the body politic than a disease epidemic. It corrodes and destroys as surely as acid does.

This pollution destroys access, ownership and privacy. It overrides the values that a connection economy is based upon, including honesty, transparency, clarity, motivation, courage, self-awareness, focus, discipline and empathy.

It turns adventure into obligation and has its own properties.

It is colorless, odorless and tasteless.

We’ve even written about it here in this space before.

Fear is the most abundant, most toxic, most polluting element generated in an abundance economy:

Conflicts arise in the abundance economy from a fear of a future that is likely (rather than preparation for the future that is desired), a perceived (or actual) scarcity of material resources and a lack of patience.

Mediators, lawyers, counselors, theologians, therapists and others in the helping professions are going to become more middle class (and in some cases, wealthier) in the developing connection economy, because fear is not disappearing. As a matter of a fact, fear is growing and expanding as the disruptions generated by the inexorable rise of an abundance based economy, become more and more acute.

The lizard brain has been with us too long.

However, there is one antidote—one environmental scrubber—for the pollutant of fear. Plus, it’s the final leg on the three-legged stool of the connection, abundance based economy of both now and the next 100 years:

Cooperation.

-Peace Be With You All-

Jesan Sorrells, MA

Principal Conflict Engagement Consultant

Human Services Consulting and Training (HSCT)

Email HSCT: hsconsultingandtraining@gmail.com

Facebook: https://www.facebook.com/HSConsultingandTraining

Twitter: www.twitter.com/Sorrells79

LinkedIn: www.linkedin.com/in/jesansorrells/