Environment influences are one of the four major sources of human
behavior. Most of these influences are completely
unconscious. In my view, these environment influences can be categorized into
three broad groups: (1) influences of actual physical environments (such as
music, interior and exterior design etc.), (2) influences of primes, prototypes
and uniforms and (3) choice architecture (manipulations of the choice set out
of which an option is chosen).
In this post I will present the second category, namely influences of primes, prototypes and
uniforms.
Priming is a method of influencing thinking processes. It works like
this: a person is exposed to a piece of information which can be a word, an
image, a story etc. The exposure can be either supraliminal (the person is
aware of the exposure) or subliminal (the person is unaware of the exposure).
The mere exposure to the information influences
thinking in the sense that it makes certain mental associations easier to make.
Let me give you an example. Let’s
imagine that you are playing “hangman” and you have a word to complete:
Think for a second of a cafeteria or restaurant…. What is
your answer for the missing letter to complete the word?
“SO_P”.
Most likely it is “U” and the
resulting word is “SOUP”.
Let’s take a deep breath and
imagine the same word from the “hangman” game:
Now, think of dirty hands for a second…. What is your
answer for the missing letter to complete the word?
“SO_P”.
Most likely it is “A” and the
resulting word is “SOAP”.
I guess you can see the
difference. When thinking about a
restaurant it is much easier to envision the word “soup” and a lot harder to
think about “soap”. Similarly, when thinking of dirty hands it is simply
more natural to think about “soap” and not about “soup”.
A skeptic will say that this is
not important and that it is normal to think of soap and not soup when someone
has been thinking of dirty hands. The skeptic is right when saying that it is
simply normal to make the association with “soap”. At the same time it is in no
way unimportant.
Going back a bit to how people
make judgments, namely to the dual-system model (“bird” and “computer” brains) we have to acknowledge two things.
First, a lot of human judgment is made in “bird brain mode” which is
associative. This means that exposing
people to a piece of information that triggers some associations and not others
will lead to certain “bird brain” judgment and not to another. The “soap” –
“soup” example is a good illustration of this influence on thinking.
Second, we know that the “computer” brain interacts with the “bird” brain and
one way of interacting is that the “computer” brain works using the inputs provided
by the “bird” brain. This means that exposing people to a piece of information
that triggers some associations will lead to subsequent judgments made by the “computer”
brain based on the associations provided by the “bird” brain.
For example on
your way to work you are passing by a restaurant and this makes your “bird”
brain think of soup. When going for lunch with your colleagues your “computer”
brain will try to make a decision on what to have for lunch. It is likely that
you will have soup and not salad because the “computer” brain will think based
on the input of the “bird” brain which in this case is soup. The reason that
you will give for your choice could be that you realized that you haven’t had
soup for lunch in a long time. However, this is the explanation that your “computer”
brain gives in order for your choice to make sense to you and to others.
Now, let’s get away a bit from the
“soUp” – “soAp” example. Priming has a considerable history in academic
research and there are literally thousands of studies that have investigated
the effects of priming. Some studies
have investigated how priming alone influences choice and or behavior; other
studies have investigated how priming interacts with various personality
traits.
Some examples of interactions between
priming and personal traits come from Griskevicius, V., Tybur, J.M., Delton,
A.W., Robertson, T. E. (2010, 2011). In their studies these authors have
demonstrated that exposure to mortality cues led some people to want to have
children earlier in life and other people to have children later in life.
Similarly, the same exposure to mortality cues made some people more willing to
take risks while others less willing to take risks.
Other better known effects of priming concern money. According to
the research of Kathleen D. Vohs, exposing people to money (images of money,
actual money and money substitutes – Monopoly money) leads to the exhibiting more
individualistic behavior. In a bit more detail, people who were primed with money (compared with people who were not)
were less likely to ask for help and to help others; they were less inclined to
come in contact with other people; when coming in contact with other people
they were keeping a larger distance from them. People who were primed with
money were more perseverant in difficult tasks.
A very popular example of priming
is the study conducted by Brargh, J.A., Chen, M. and Burrows, L. (1996). In
this study the researchers asked participants (students) to solve some word puzzles.
One group had to solve puzzles that included neutral words, while the second
group had to solve puzzles that included words related to old age such as “gray”,
“wrinkle”, “bald” etc. The word “old” was never included or mentioned.
The very interesting result of
the study was that the (young) people who solved puzzles that included words
related to “old” walked slower than the people who solved puzzles that included
neutral words. Participants were completely unaware of the influence the words
had on their behavior (speed of walking).
A similar example comes from the
master thesis of a former colleague from RSM. People who saw on supermarket’s
floor small footprints walked faster than people who saw large footprints.
The “old related words” priming
example has a more profound meaning. When
exposed to words that are related to “old” people started behaving as a “prototype”
of an old person would. Very interestingly, when influenced to exhibit a prototypical
behavior, people will do so only if they have a positive or neutral attitude
towards the prototype. In other words, people who hate “old people” will not
walk slower if they are primed with information related to “old-age”; in fact
they will walk faster than normal.
Another very nice example of the influences that prototypes have on our
behavior is the direct instruction to act like a prototypical character.
For example several studies have found that loss aversion is diminished when
people are asked to “think like a trader”.
In more “real life” situations we
are asked to act like prototypical characters all the time. On very simple
example is “Act like a man” or “act like a grown up”.
Uniforms are another element that influences behavior in a similar way
with primes. Uniforms have several psychological influences such as group
belonging and (sometimes) anonymity. At the same time uniforms have the role of inducing behavior specific to a prototypical
character. For example dressing a regular person in a military uniform will
make that person act in a more “militaristic” way.
One very important element of prototypical behavior is the information
stored in memory with regard to the prototype. In other words, if someone
is dressed up like an astronaut that person will behave more like she thinks
(knows) an astronaut behaves. At the same time there can be a considerable
distance between what a person knows about a prototype and the actual
prototype.
One very good example is the
behavior of spies. People who are not spies and haven’t gone to “spy school”
get their information about spies and their behavior from movies and
literature. Actual spies do not necessarily behave as “movie spies”. Now, if we
would ask a person to “act like a spy”, most likely she will behave as the
spies in the movies do and not as the actual spies do.
Before summing up the topics
discussed here, I would like to make a note. Priming effects and influences of
prototypes on behavior have two characteristics. First, they are real and
robust. Although it is hard to believe that mere exposure to a piece of
information or to a prototype changes our behavior, it is nonetheless true.
YES! This applies to you too!
Second, these effects on behavior
are not necessarily large. Most studies on priming use the experimental
methodology which means the comparison between groups exposed to different
treatments. When the results of a study say that “people primed with X compared
to people who were not primed exhibited more of a certain behavior” it does not
mean that the group who was not primed did not exhibit the behavior at all. It
means that there was a “statistically significant” difference between the means
of the two groups. In more simple language this is “there is a difference that
can’t be ignored”.
What we tend to ignore is that
even small differences can matter. For example, does priming with X make people
spend more money at the mall really matter? What if the average difference
between priming and not priming with X is only 50 cents per person? The answer
is two folded: first, 50 cents might not matter for an individual; second, 50
cents multiplied by the number of people visiting the mall in a year could be a
very considerable amount. Another example is voting. In elections even a few
hundred votes may shift the balance.
To sum up, exposure to primes has the effect that certain mental associations
are made more easily. This leads to changes in judgment and behavior and usually
the effects of primes are not conscious. People tend to behave in accordance
with what they think as being the behavior of a prototypical character. This
occurs when one is primed with information that brings to mind the prototype,
when one is told to act as the prototype and when one is dressed up in a
uniform specific to the prototype. Priming effects are real and robust, but not
necessarily large; they are, however, significant.
Like it? Spice Up Your Business
Note: this post is partly
documented from: Kahneman, D. (2011). Thinking, fast and slow Chapter 4.
London: Allen Lane.
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