Article Dashboard_Persuasion And Influence- Mental Shortcuts And How Expert Per

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Persuasion And Influence- Mental Shortcuts And How Expert Persuaders Exploit Them
John Stuart Mill, the British economist, is widely reputed to be the last man to know everything there was to know in the world. Of course, in this present age and time, the idea of one person knowing everything is perhaps quite far-fetched.
Information as we know it is growing rapidly at an exponential rate and it would be almost impossible to have someone who knows everything.
Hence, in our society where there is information overload coupled with a rapid pace of life, people resort to a few mental shortcuts to live their lives most efficiently as they do not have time to scrutinize every little detail.
Here are some mental shortcuts:
1.An expensive item is an item with good quality
2.The expert is always right
3.The majority is always right.
Can you think of more mental shortcuts that you, your family or even your friends use?
People who recognize the power of these mental shortcuts can use them to their advantage on unsuspecting people like you and me.
For example, Chivas Regal Scotch Whiskey used to be a struggling brand until its managers decided to set its price to be much higher than its competitors. This greatly increased the sales of Chivas Regal Scotch Whiskey, even though nothing in the product was changed.
The managers realized how people like to assume that an expensive product is a product of quality and decided to exploit it by raising the price of their product.
Companies also pay celebrities millions of dollars to endorse their products because they realize how people think that he expert is always right? For example, Converse always gets sports superstars like Dwyane Wade to endorse its basketball shoes since Dwyane Wade is seen to be an authority in the field of basketball as he is a professional player. Sure, Dwayne Wade is a professional basketball player but that does not mean that he is the expert on basketball shoe technology!
Even if the celebrity is not considered to be an expert in that particular product field, (for example Tiger Woods is a golf professional endorsing TAG Heuer watches) the assumption that a celebrity is always right still holds.
We also tend to think that if many people have made a particular decision, that decision must be the right decision. For example, when some people learn that there are many people buying a certain brand of shampoo, their curiosity is aroused and they start to think that these people could not have made the wrong choice and that since so many have bought it, the shampoo must be good and they purchase it eventually.
Sales managers are actively exploiting this assumption that we have by shifting their sales pitch to sound something like ur brand of shampoo has saved millions of Americans from dandruff problems and the number is still growing?
Also, they could have their customers write testimonials about their shampoo to create the impression that many people are satisfied with their shampoo to convince you to make a purchase.
Now that you know how these mental shortcuts that we use are being exploited, its time to protect yourself from the exploiters. First, understand that these mental shortcuts may be right, but they are definitely not 100% right all the time.
What you can do next is to analyze the situation in its entirety even when youe tempted to use your mental shortcuts. Recognize that an expert may not always be right; an expensive item may not be an item that has good quality and the majority may not always be right.
Consider all factors when youe making the eventual decision, whether it is to buy a product or to believe someone. For example, ask yourself o I really need this product?or even question whether what an expert says makes sense. This will help protect you from the people who exploit our mental shortcuts.  
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