I recently heard the word heuristic. It has many applications. However, I’m only focusing on the psychological use.
What is heuristic?
Heuristic as an adjective that means enabling a person to discover or learn something for themselves. Any approach to problem solving that employs practical methods is not guaranteed to be the best or rational approach. It is nevertheless adequate in achieving an immediate short-term goal. Heuristics can also be mental shortcuts that make decision making easier.
Therefore, another way to look at heuristic, it’s a ‘rule of thumb’ that guides our behavior to chose the best pathway to take.
I like the ‘Dummies 101’ approach to learning. Why make it hard when you don’t have to? I like to use practical solutions to achieve my goals. We use information that is quickly available. Often this information is derived from experiences that helps us in the decision making process or problem-solving.
How are we manipulated through heuristics?
Psychology is used against us daily and we don’t even realize it’s happening. In addition, big business uses heuristics very effectively to increase product sales.
Similarly, marketing takes steps to influence the consumer to buy products they don’t need. You think you’re making wise decisions. Think again!
Think about the product ad that says ‘limited time only’! The adviser even has a clock on the ad ticking down. This clock causes a panic to the consumer! Time is running out and I have to make my decision NOW! You act in a rash manner and buy the product. Having done this, you feel relieved. That is until the product arrives at your door. You eagerly open the package. The box is big! Bigger is better, it means there’s more product. Alas, when you open the box you see it’s half full. Not only is the container only half full, but the ingredients are substandard.
You feel disappointed and fooled. This makes you angry. You’re mostly angry at yourself for listening to the ad. You vow to never be fooled again. At least, until the next clever ad.
Pay attention to the words!
Therefore, with heuristics, logic is replaced with the urge to avoid missing out on that product perceived to be of high value.
Marketing a product takes careful wording. It’s important to play on people’s emotions. People don’t like feeling they were tricked or fooled. It really makes one mad.
I saw an ad recently. The seller said that body washes have a detergent in them. Buy their soap because it’s detergent free.
The ad pointed out that body washes contain detergents. Detergents are chemicals. However, everything on earth is a chemical. Do your research. Read labels. I’m not going to talk in this article about which is better, soap or body detergent.
Get to the point!
The point is, we’re easily manipulated by advertising. You are not stupid. Ad makers are masters at word placement. Psychology is a part of the marketing curriculum. It’s a game. In addition, ads target consumers emotions. No one escapes the marketing tactics.
Heuristics is subversively used in social media. How addicted are you to social media? How often do you check your cell phone to see what’s been posted on social media sites?
Social media addiction is a whole other branch in psychology. In other words, one misses out on living life when our nose is glued to the social apps. Those photos are just a shot in time. Live your life to the fullness you deserve. Do not compare yourself to other! In reality, their lives aren’t that great.
I closed all my social media accounts a few months ago. It was surprisingly easy to walk away. I find I’m staying in contact with friends and family more often. Having real conversations is more rewarding than looking at postings. I’m engaged in life, not a bystander on the sidelines.
Summary
Heuristics manipulation is part of life. Above all, remember to cut yourself some slack. Show compassion to yourself if you happen to fall for an ad’s influence. It’s their job to try to control us. So, in conclusion, go out live your life and enjoy it. Now that you know about heuristics you can play the game better.
