com.quora.androidHave you ever heard of Quora?

It’s a Q&A-style social media site. Peo­ple ask ques­tions and gen­uine no-kidding experts answer them. Then mem­bers vote the answers up or down. The Q&As you see in your news­feed depend on who you fol­low, the inter­ests you indi­cate, and (of course) the ques­tions you pose.

My addic­tion to Quora flows from the qual­ity of the answers: they’re almost always insight­ful, experienced-based, and often brilliant.

The List of Trig­gers I Snagged from Quora

At any rate, one of the first Q&As I read on Quara was this one on cog­ni­tive biases: “What are some good exam­ples of biases being exploited in mar­ket­ing?”

And this answer from Kevin William Lord Barry struck me as well worth read­ing, copy­ing, and (even­tu­ally) post­ing and riff­ing on as a (series of) blog post(s) [bold­ing is mine]:

I think exploita­tion is too strong a word. Humans com­mu­ni­ca­tion in gen­eral is an emo­tional thing. In any case, here’s my mas­ter list:

1) Ethos (your per­ceived char­ac­ter) is the most impor­tant, as opposed to an appeal to pathos (emo­tions) or logos (logic).

2) Peo­ple make judg­ments by comparison/anchor­ing.

3) Peo­ple process infor­ma­tion best from sto­ries.

4) Peo­ple are fore­most inter­ested in things that affect them.

5) Break­ing pat­terns gets attention.

6) Peo­ple look to other peo­ple’s deci­sions when mak­ing decisions.

7) Peo­ple will believe things more eas­ily that fit their pre-existent mind­set. The con­verse is also true.

8) Peo­ple han­dle one idea at a time best.

9) Peo­ple want more choices, but are hap­pier with fewer.

10) Peo­ple decide first, then ratio­nal­ize — If peo­ple are stuck with some­thing, they will like it more over time.

11) Expe­ri­ence is mem­ory, the last part of the expe­ri­ence is weighted heavily.”

I’ve got to admit, Kevin cre­ated a pretty good list — why esle would I have reprinted it here? — but…

  • One, it’s hardly exhaus­tive. I bet most of you could think of a few prin­ci­ples and biases well worth adding, and I invite you to do so in the comments,
  • and Two, there’s no com­men­tary, just the bare list, even though each item begs for some elaboration.

So in future posts, I’ll dis­cuss what I’d add to the list, and then move through Kevin’s list and offer a deep-dive on each item. But for now, I’m just kind of inter­ested in your thoughts.

What psy­cho­log­i­cal prin­ci­ples or levers would you read­ers add to or take away from this list?

P.S. I’m sure many of you Cial­dini fans will rec­og­nized item #6 as an expres­sion of Social Proof — which sort of begs one to add the other “Weapons of Influ­ence” to this list of cog­ni­tive exploits. And if you’re not famil­iar with Ciadlini, you can get an excel­lent quick and dirty intro to his 6 Prin­ci­ples of Influ­ence from this video that my col­league, Tim Miles, sent me:

YouTube Preview Image


  1. MariaSpinola on 04.22.2014

    11 Mar­ket­ing Trig­gers

  2. houseofkaizen on 04.23.2014

    11 Mar­ket­ing Trig­gers #DigitalMarketing

  3. AmyHaddow on 04.24.2014

    11 #Mar­ket­ing Trig­gers — con­sid­er­a­tions for com­mu­ni­ca­tions:

  4. EMOMKT on 04.24.2014

    11 Mar­ket­ing Trig­gers | Jeff Sex­ton Writes

  5. tiinasaaristo on 04.25.2014

    11 Mar­ket­ing Trig­gers — a good list to check when you are plan­ning any mar­ket­ing activity.

  6. mahanay on 04.25.2014

    11 Mar­ket­ing Trig­gers — via @JeffSexton

  7. Hiroyuki_Ohno on 04.25.2014

    RT @mahanay: 11 Mar­ket­ing Trig­gers — via @JeffSexton

  8. One Shot, 11 Triggers: Jeff Sexton Writes | Writer's Block on 05.09.2014

    […] One Shot, 11 Trig­gers: Jeff Sex­ton Writes […]

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