Flashes never appear in the area of the pictures that are threat-ening, like frowning faces. Though this intervention stays beneath their awareness, over the course of several sessions the bottom-up circuitry learns to direct attention to nonthreatening cues. Though people haven't a clue about the subtle repatterning of attention, their anxiety in social situations dials down.
That's a benign use of this circuitry. Then there's advertising. The old-school tactics for getting attention in a crowded marketplace-what's new, improved, surprising-still work. But a mini-industry of brain studies in the service of marketing has led to tactics based on manipulating our unconscious mind. One such study found, for example, that if you show people luxury items or just have them think about luxury goods, they become more self centered in their decisions.
One of the most active areas of research on unconscious choice centers on what gets us to reach for some product when we shop. Marketers want to know how to mobilize our bottom-up brain.
Marketing research finds, for instance, that when people are shown a drink along with happy faces that flit across a screen too rapidly to be registered consciously-but nonetheless are noticed by the bottom-up systems-they drink more than when those fleeting images are angry faces.
A review of such research concludes that people are "massively unaware" of these subtle marketing forces, even as they shape how we shop.14 Bottom-up awareness makes us suckers for subconscious pnmes.
Life today seems ruled to a troubling degree by impulse; a flood
of ads drives us, bottom-up, to desire a sea of goods and spend today without regard to how we will pay tomorrow. The reign of impulse for many goes beyond overspending and overborrowing to overeating and other addictive habits, from bingeing on Twizzlers. to spending countless hours staring at one or another variety of digit'al screen.
Flashes never appear in the area of the pictures that are threat-ening, like frowning faces. Though this intervention stays beneath their awareness, over the course of several sessions the bottom-up circuitry learns to direct attention to nonthreatening cues. Though people haven't a clue about the subtle repatterning of attention, their anxiety in social situations dials down.
That's a benign use of this circuitry. Then there's advertising. The old-school tactics for getting attention in a crowded marketplace-what's new, improved, surprising-still work. But a mini-industry of brain studies in the service of marketing has led to tactics based on manipulating our unconscious mind. One such study found, for example, that if you show people luxury items or just have them think about luxury goods, they become more self centered in their decisions.
One of the most active areas of research on unconscious choice centers on what gets us to reach for some product when we shop. Marketers want to know how to mobilize our bottom-up brain.
Marketing research finds, for instance, that when people are shown a drink along with happy faces that flit across a screen too rapidly to be registered consciously-but nonetheless are noticed by the bottom-up systems-they drink more than when those fleeting images are angry faces.
A review of such research concludes that people are "massively unaware" of these subtle marketing forces, even as they shape how we shop.14 Bottom-up awareness makes us suckers for subconscious pnmes.
Life today seems ruled to a troubling degree by impulse; a flood
of ads drives us, bottom-up, to desire a sea of goods and spend today without regard to how we will pay tomorrow. The reign of impulse for many goes beyond overspending and overborrowing to overeating and other addictive habits, from bingeing on Twizzlers. to spending countless hours staring at one or another variety of digit'al screen.
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