He carefully designed a set of programs and systems with the unique rigorous and scientific thinking of science students, based on a large number of related works of predecessors and according to the most basic norms of human behavior, and conducted large-scale experiments. Finally, with powerful experimental data and scientific analysis conclusions, tell us the truth of subconscious mind, decision-making and behavior.
This book is a summary and expansion of Dr. Bob Nice's existing experience. Supported by a large number of research samples and experimental experience, it provides us with a theory completely different from the perspective of ordinary psychologists. The strategy he introduced is very practical in life.
In the long process of evolution, the brain has formed some instinctive tendencies that have not adapted to the modern environment. These tendencies have great limitations, which lead to the deviation between our good intentions and our actual behavior. However, this limitation can be remedied. Seven strategies can help us to stimulate the good intentions hidden in our hearts, and make scientific decisions and achieve our goals on this basis.
The human brain can receive10 billion bits of information every second, but only 50 bits of it are consciously processed, and the other 99.99% thoughts are unconscious. In other words, a large part of human actions are done by the brain in a subconscious state, which we simply don't realize and can't solve.
The "50-bit thinking mode" tells us that many times, the wrong choice is not necessarily decided by a bad idea. On the contrary, most people subconsciously mean well. What we have to do is to stimulate these good intentions and turn them into positive behaviors.
Helping people to mobilize "50-bit thinking" and make them seriously think about their real needs and ideas can effectively bridge the gap between their real needs and actual behaviors.
When Obama and McCain held the presidential election, Obama's campaign team found that in Indiana, the support rate of whites over 30 who were willing to vote for McCain was 16 percentage points higher than that of Obama. They know that it is impossible to change the minds of these voters, so they do the opposite and concentrate on persuading local young people to vote. Because Obama's support rate in this group is much higher than McCain's, Obama finally won.
During the particularly difficult economic period in the United States, while the donations received by other charities have been greatly reduced, the donations received by a non-profit organization called Smart Pet Charity have soared by 85%. It turns out that this organization is closely related to a pet products retailer. At the checkout counter of the retail store, a pop-up window will appear on the screen of the checkout counter, showing the words "whether to donate money to homeless pets". This setting mobilized the "50-bit thinking" of customers and successfully activated their inner goodwill.
Research shows that most decisions we make about diet are spontaneous, not deliberate. If you put candy at your fingertips, it may lead to more blind eating. If you put it farther away, you can effectively reduce your food intake. Because candy is at hand, eating candy becomes a subconscious behavior. After taking candy to a far place, whether to walk over to get candy is something that needs to be considered with "50-bit thinking" This simple change can help us control our weight more effectively.
Let people make certain decisions at present, so as to weaken the attractiveness of certain behaviors in the future, or make them completely impossible to achieve. If you think watching TV is a waste of time, it's hard to control yourself. Then, you can move the TV or put it in a place where you look uncomfortable.
Let people accept a better behavior by default, and most people will not object.
Most people left no record of their willingness to donate their bodies before they died. In some countries, if people want to donate organs, they must sign a consent statement before they die, while in other countries, they donate by default. If they don't want to donate, they just need a statement. Statistics show that the rate of organ donation in countries that donate by default is between 85%- 100%, while countries that need to sign a donation statement are only 4%-27%.
"50-bit thinking" that attracts people with clues or reminders. In American supermarkets, Kellogg and General Mills, two major cereal brands, try their best to achieve one goal, which is to occupy shelves at eye level. For packaged food, the position on the shelf is particularly important, and putting the goods in the position that is most likely to be seen by consumers is an extremely effective sales means. Similarly, the prompt sound after washing the washing machine and irritating gas are added to the natural gas to remind people to pay attention to leakage. These are all clues that attract people's attention and get more attention.
Use more touching words to express information, thus affecting people's behavior.
In an experiment on how to encourage hotel guests to reuse towels, the hotel set up two different placards in different rooms. One is simply calling for "please help save the environment", and the other is using the power of social norms to write "Save the environment with other guests who have lived in this room". The effects of the two placards are obviously different, because people often pay special attention to group behavior patterns and imitate them when making decisions.
When communicating with patients, if the company recommends patients to adopt a more cost-effective scheme and emphasizes "how much money may be lost if this scheme is not adopted", the effect is twice as good as "how much money can be saved if this scheme is adopted".
Guide behavior habits in a way that most people think is more interesting and enjoyable.
At the beginning of the 20th century, a kind of toothpaste named "Essence" was introduced to America. In the following 10 years, the number of people brushing their teeth in the United States increased explosively. It turns out that mint is added to this toothpaste, which makes Americans feel cool in the process of brushing their teeth, and unconsciously develops a good habit of brushing their teeth every day to prevent tooth decay.
Reasonable simplification. To sum up, it is to make the right option simple and easy, and to make the wrong option complicated and difficult. If the name of a drug is difficult to pronounce, then the popularity of this drug will be lower than that of similar drugs with easy-to-pronounce names. Similarly, if the company wants to encourage employees to strengthen physical exercise, climb more stairs and take fewer elevators, it should set the stairs in an easy-to-find place. Moreover, the lighting conditions and environment must be very good to be more attractive; And set the elevator farther away.
Author: Chen One
Brain map: Moses
Narrator: Jack Sugar