Covert Hypnosis on Offering Choices...
There is nothing logical or rational about the way people buy or make their decision to say yes to you.
Logic would tell you that people want the best product. They don't. Logic would tell you that people want the most choices possible and that they make decisions logically...Nothing could be further from the truth.
Do people really always want to experience free choice?
Even more interesting is research released from Stanford. Researchers went to a grocery store and set up tasting booths in the store. On one table they had 24 jams that the people could taste. On another there were six different kinds of jams. As you would expect, 60% of all people who stopped at the table with 24 jams tasted a jam.
Only 40% of those stopping at the table with six jams tasted there.
What's shocking? Listen carefully: 30% of all people who stopped at the table with SIX jams purchased one of the jams. Only 3% of people who stopped at the table with 24 jams purchased any of them! The ramifications are enormous...
The larger number of options (in jam, religion, spousal choices, jobs) creates what we call cognitive dissonance.
Cognitive dissonance is what happens when you hold two or more beliefs or ideas and don't know which to choose. It makes us feel overwhelmed. People like to have choices...it gives them freedom.
If you give people too many choices they will simply freeze and do nothing.
Saturday, June 25, 2011
Friday, June 24, 2011
Covert Hypnosis: The Drivers
Understanding Covert Hypnosis is understanding the drivers of human behavior.
Example:
You may have less money to spend this year than last.
This makes you even more curious about what drives you to make the decisions you do....why are you spending those precious dollars the way you are?
You, like everyone else, are really 2 people, operating from both your conscious mind and your unconscious mind.
Your old car needed to be replaced. You were thinking of getting a hybrid. But you bought a red sportscar.
You went out to eat with friends and were going to just get a salad. But the smell of the steak on the grill was SO good....
According to Sad Gaad , University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption, at the John Molson Scool of Business at Concordia College, there are several drivers for what we buy and his thesis is that they are based on evolution.
1. He thinks we buy that steak for dinner because our ancestors ate cooked meats and that's how they survived. Our logical, conscious mind may say, "A salad would be good for me", but our unconscious mind is saying that we didn't survive for all this time without red meat and plenty of it!
2.Because of the primal need to reproduce, that hybrid car is just not cutting it. Men go for flashy sports cars because they believe they will impress women. Saad says his research shows that simply driving an expensive sports car boosts a mans testosterone.
3. Saad also thinks that men are the overwhelming users of pornography and that this is both evolutionary and of significance to marketers. However, with increasing inroads make by the Internet, soft porn, and using differing definitions of "pornography" ...one might see that gender gap begin to close.
[Gender Differences in Pornography Consumption Among Young Heterosexual Danish Adults
Published online 13 October 2006 Springer Science+Business Media Inc. 2006]
4. Love for our kin evidenced by gift giving. Gift giving is a consumer trend that is not likely to slow....economic downturn or not. Saad states that 10% of what we spend is on gifts for our "kin". It's probably more than that if we expand our definition of "kin" to what Oprah Winfrey called family in this months "O" Magazine...that circle of love where you are accepted for who you are....and she included her pets...
Pets?
Last year, Americans spent more than 48 billion on their pets (In 2010 $48.35 billion was spent on our pets in the U. S. www.americanpetproducts.org/press_industrytrends.asp).
That's actually more than the average American family spent on technology last year.(May 24, 2011...Home of the San Francisco Chronicle...The average American household spent $1,179 on consumer electronics last year...).
And its not a big secret why we give gifts to those we care about or to those we want to influence...from time immemorial, it has made us feel good to do so!
Pondering these drivers might make you a better salesperson, marketer, or small businessperson. One of the members of my Inner Circle said that when she realized that buyers bought Workers Compensation Insurance not just as a commodity but to protect the people they worked with every day, their WORK FAMILY, it changed her whole approach to sales and she was much more effective.
There are actually more drivers in your unconscious mind. If you would like to learn about all of them and how to make them work for you go to
Example:
You may have less money to spend this year than last.
This makes you even more curious about what drives you to make the decisions you do....why are you spending those precious dollars the way you are?
You, like everyone else, are really 2 people, operating from both your conscious mind and your unconscious mind.
Your old car needed to be replaced. You were thinking of getting a hybrid. But you bought a red sportscar.
You went out to eat with friends and were going to just get a salad. But the smell of the steak on the grill was SO good....
According to Sad Gaad , University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption, at the John Molson Scool of Business at Concordia College, there are several drivers for what we buy and his thesis is that they are based on evolution.
1. He thinks we buy that steak for dinner because our ancestors ate cooked meats and that's how they survived. Our logical, conscious mind may say, "A salad would be good for me", but our unconscious mind is saying that we didn't survive for all this time without red meat and plenty of it!
2.Because of the primal need to reproduce, that hybrid car is just not cutting it. Men go for flashy sports cars because they believe they will impress women. Saad says his research shows that simply driving an expensive sports car boosts a mans testosterone.
3. Saad also thinks that men are the overwhelming users of pornography and that this is both evolutionary and of significance to marketers. However, with increasing inroads make by the Internet, soft porn, and using differing definitions of "pornography" ...one might see that gender gap begin to close.
[Gender Differences in Pornography Consumption Among Young Heterosexual Danish Adults
Published online 13 October 2006 Springer Science+Business Media Inc. 2006]
4. Love for our kin evidenced by gift giving. Gift giving is a consumer trend that is not likely to slow....economic downturn or not. Saad states that 10% of what we spend is on gifts for our "kin". It's probably more than that if we expand our definition of "kin" to what Oprah Winfrey called family in this months "O" Magazine...that circle of love where you are accepted for who you are....and she included her pets...
Pets?
Last year, Americans spent more than 48 billion on their pets (In 2010 $48.35 billion was spent on our pets in the U. S. www.americanpetproducts.org/press_industrytrends.asp).
That's actually more than the average American family spent on technology last year.(May 24, 2011...Home of the San Francisco Chronicle...The average American household spent $1,179 on consumer electronics last year...).
And its not a big secret why we give gifts to those we care about or to those we want to influence...from time immemorial, it has made us feel good to do so!
Pondering these drivers might make you a better salesperson, marketer, or small businessperson. One of the members of my Inner Circle said that when she realized that buyers bought Workers Compensation Insurance not just as a commodity but to protect the people they worked with every day, their WORK FAMILY, it changed her whole approach to sales and she was much more effective.
There are actually more drivers in your unconscious mind. If you would like to learn about all of them and how to make them work for you go to
Covert Hypnosis Reframing
A Core Skill in Covert Hypnosis is Framing and Reframing.
Today we look at Reframing.
Reframing: What it really means to reframe...and do it well.
Test Yourself
I want you to participate in a Reframing Game that comes from
Kahneman & Tversky (1984)... Simply read this scenario and write down
the answers before going through the evaluation.
Imagine that we are preparing for the outbreak of a dangerous
disease, which is expected to kill 600 people. Two alternative
programs to combat the disease have been proposed. Assume that the
scientific estimates of the consequences of the programs are as
follows:
If Program A is adopted, 200 people will be saved.
If Program B is adopted, there is a 1/3 probability that all 600
people will be saved and a 2/3 probability that no people will be
saved.
What do you advise? Program A or Program B? Once you record your
answer, read on.
There are two other options now.
If Program C is adopted, 400 people will die.
If Program D is adopted, there is a 1/3 probability that nobody will
die and a 2/3 probability that all 600 people will die.
Write down your choice of program C or D then read on...
Kahneman and Tverskey found that 72% of their subjects chose the
"sure thing" program A over the "risky gamble," Program B. However
they obtained almost the OPPOSITE results when the question was
framed the opposite way. 78% of the same people (doctors) then chose
option D which is identical to option B. (C is identical to A)
In other words if someone chose A they logically must also choose C.
If someone chose B they logically must also choose D because they are
the same exact responses. However, the framing or perspective that is
given seems to shift people's thinking significantly.
Covert Hypnosis Key : Reframe with this in mind - The majority of
people will do far more to avoid losing something they already have
than they will to get something they don't have.
KEY: Fear of loss is a much greater motivator to most than the
possibility of gain.
Need more evidence? (Say "yes", as that is the logical response!) More
Covert Hypnosis tomorrow!
Today we look at Reframing.
Reframing: What it really means to reframe...and do it well.
Test Yourself
I want you to participate in a Reframing Game that comes from
Kahneman & Tversky (1984)... Simply read this scenario and write down
the answers before going through the evaluation.
Imagine that we are preparing for the outbreak of a dangerous
disease, which is expected to kill 600 people. Two alternative
programs to combat the disease have been proposed. Assume that the
scientific estimates of the consequences of the programs are as
follows:
If Program A is adopted, 200 people will be saved.
If Program B is adopted, there is a 1/3 probability that all 600
people will be saved and a 2/3 probability that no people will be
saved.
What do you advise? Program A or Program B? Once you record your
answer, read on.
There are two other options now.
If Program C is adopted, 400 people will die.
If Program D is adopted, there is a 1/3 probability that nobody will
die and a 2/3 probability that all 600 people will die.
Write down your choice of program C or D then read on...
Kahneman and Tverskey found that 72% of their subjects chose the
"sure thing" program A over the "risky gamble," Program B. However
they obtained almost the OPPOSITE results when the question was
framed the opposite way. 78% of the same people (doctors) then chose
option D which is identical to option B. (C is identical to A)
In other words if someone chose A they logically must also choose C.
If someone chose B they logically must also choose D because they are
the same exact responses. However, the framing or perspective that is
given seems to shift people's thinking significantly.
Covert Hypnosis Key : Reframe with this in mind - The majority of
people will do far more to avoid losing something they already have
than they will to get something they don't have.
KEY: Fear of loss is a much greater motivator to most than the
possibility of gain.
Need more evidence? (Say "yes", as that is the logical response!) More
Covert Hypnosis tomorrow!
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