We are not nearly as rational as we’d like to think – every day we overestimate our ability to resist temptation.
Effective advertising experts use this to nudge us, making the most of our natural behaviour to get the results they want.
\In order to process the millions of decisions we make each day, our brains take shortcuts. We are fooled by drugs that don’t contain active ingredients, traffic light buttons that aren’t connected, and the obsolete ‘save’ feature in MS Word – these are all examples of placebos that can be surprisingly reassuring. There are countless things that affect our behaviour: reward and punishment, beauty and attraction, and the human tendency to follow the crowd.
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