Original source: SimoleonSense.com .
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If appeals like this make you roll your eyes, you’re not alone. Most people tend to not appreciate flattery accompanied by obvious ulterior motives, and consider themselves fairly adept at determining whose compliments are sincere and whose are BS. Great tie, boss! Professor, your article redefined my entire understanding of human nature. I know we just met, gorgeous, but I’ve already fallen in love.
But what if this stuff actually works ? And not just on the suckers who can’t tell the difference between the sincere and the insincere, but on those who recognize these techniques for what they are. Such was the hypothesis of a new study, conducted by Elaine Chan and Jaideep Sengupta at the Hong Kong University of Science and Technology and published in the Journal of Marketing Research.
Findings (Via SciAm)
So, awareness of when we’re being put on may not be enough to curb the effectiveness of insincerity. Surely most people recognize that after drinking Bud Light a gang of gorgeous men and women will not be bursting into their apartment, eager to toast their new best friend. Or that they are one prescription drug away from not only lowering cholesterol but happily prancing through meadows with family and friends. What this research suggests, however, is that the implicit positivity we experience as a result of viewing these images could play an important role in what we reach for when standing in the liquor store staring at a freezer full of cheap beer. You may not know why, but you’d feel pretty good about a Bud right now. And while you feel certain to you that your preference is not due to those silly ads (just like it might seem obvious to a manager that they didn’t promote a candidate because he brings her donuts every morning), perhaps it is the certainty with which we dismiss these kinds of manipulative and deceptive appeals that allows them to hold such sway.
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