Through the analysis of some successful products or advertising actions, the evolutionary and non-psychological and contextual reasons that influence human behavior and produce actions that, if analyzed through a logical vision, appear completely meaningless.
The solution is a little alchemy, that is, the magical manipulation of perception to indirectly guide the behavioral response.
Logic is not always the best choice and human behavior is most often irrational
Thought and logical approach naturally have great success in the field of physics, however it seems that, dragged by the certainties of logical rules, we let ourselves go and we decided to apply logic in all areas of life, so as to be able to lull ourselves in this fantastic sense of mastery over a world that is incredibly complex.
Being logical certainly has its benefits but they are obtained at a cost: in a purely logical world there is no place for less sensible and “magical” solutions. In real life logic does not dominate, human behaviors are in fact due to two factors: logical reason and real reason.
Learning to decipher the cryptic reason behind most human behavior and untying it from basic logical reason is important for understanding human behavior.
Sometimes the first step towards understanding a given behavior is to ask yourself “stupid” questions, for example if you want to create a successful advertisement for a toothpaste, the first thing should not be the analysis of generic sales data. pass but ask yourself a simple question “why do people brush their teeth?”, trying to go beyond the most logical answer.
The reason we don’t ask simple questions is because once our brain has found the logical answer it stops looking for better ones, with a little “alchemy” or “magic” you can always manage to find more suitable answers.
The human being makes decisions for psycho-logical reasons
The psycho-logical factor is what has guided all our evolutionary actions, it is an alternative and unconscious logical system much more powerful than we believe. Human beings are extremely social animals, so this context is very important to us and guides most of our behaviors considered irrational.
At this point it can be deduced that all research on human behavior and artificial experiments in the absence of a social context are not useful.
This implies that numerous data, obtained from studies carried out under artificial conditions and which do not take into account the context, very often do not present the real situation, also it must be remembered that data, numbers and percentages always analyze something that happened in the past.
Is human behavior really illogical or is it only if framed in logical study methods?
The behavioral economy differs from the traditional one because it decides not to follow only the logical path and the “what” (what works in an advertising campaign, what works in a website, etc.), but mostly focuses on the aspects with no sense of human behavior and their “why” (why do people brush their teeth?).
Very often human behavior appears meaningless because the motivations and reasons from which it arises are judged in the wrong way, we are driven by evolutionary instincts that are smarter than our logical thinking is. There are things to which we attribute value and function although it is difficult to rationally justify them, in this perspective it is therefore possible to be at the same time perfectly rational but wrong.
Since behavior is not strictly logical but psycho-logical, very often it can become completely contradictory, and for example there are two completely opposite but equally effective methods of selling a product: scarcity makes a product sought after (not many of them possess it therefore must to be a good article) and yet the reverse is also true, many people own a product, so it must necessarily be an excellent article.
A decisive factor in determining human behavior is the context, it can influence our perception and judgment, at other times our decision-making process seems completely random and unconscious. This may be partly due to our evolutionary system, to be able to deceive others we must first deceive ourselves.
The human being is able to expose and comment on his emotions, but the cause of his emotional state very often eludes him, this puzzle can be solved through thought or practical experiments. Let’s think for example of a delayed flight message without any indication of timing, the sensation it arouses will be of stress combined with uncertainty.
However, if the same message was shown by displaying a certain timing on the possible departure on the screen, the stress situation would be combined with a sense of control of the situation, the minutes or hours of flight delay shown on the screen would allow a passenger to organize themselves.
Uncertainty can create an emotional response more powerful than the loss of punctuality, however if asked the passenger why he feels annoyed, he would indicate the delay of the flight as responsible and not the lack of clear information.
According to behavioral science, an almost insignificant change, such as adding the minutes of delay of a flight, can alleviate the emotional state of a client, this same attention to details that appear insignificant can be applied in other fields.