Decades ago, Pepsi launched an advertising campaign that had people drink Pepsi and Coke from two different cups that were label-less and had them decide which drink they preferred. The results showed that Pepsi was preferred to Coke. This prompted Coke to launch a campaign that slightly altered its age old recipe but failed miserably. A scientist, however, finally uncovered something fascinating that Coke would have liked to have known. Because of years of marketing and positive feelings such as community, Christmas, and family that people have typically associated with Coke, people would find Coke tastier than Pepsi if they knew that they were drinking Coke. Indeed, it is what the neurologist was able to uncover. This story is covered in depth in the book “Buyology”, by Martin Linstrom. The suggestion here is quite fascinating. Our perception of a product can change our taste of it. There are, of course, several other examples of this. One other instance I can recall is in Dan Ariely’s book, “Predictably Irrational”, where he gets college students to drink beer with vinegar in an experiment. The findings suggested that once the students were told that the beer they were drinking contained vinegar, they rated it much lower than when they tasted the same drink without knowing that vinegar was added to it. This relates to the Placebo concept, of course. What we believe can affect our senses. The problem with this concept is it’s difficult to use it to benefit oneself. It’s quite easy to use it to manipulate people, and it’s what most, if not all of what the marketing world are constantly trying to achieve. The reason why it can’t be self-beneficiary is because the attempt of trying to convince yourself something is real undermines the ability to genuinely believe it. I cannot make myself believe that eating a strawberry will cure me of my headache because I know that I don’t have any good reason to believe that strawberries cure headaches. Going back to the Coke vs Pepsi example, what this finding underscores, and quite worryingly, is that marketing is extremely effective, and companies should and will invest as much money as they can to find innovative ways of trying to manipulate people. It is, however, unreasonable to condemn corporations, as they are only responding to the incentives created by people’s responsiveness. Many people are often insulted at the thought of other human beings trying to control their minds, but isn’t that a natural part of human behavior? Whenever we lie, exaggerate, compliment, flirt, joke with other people, are we not trying to provoke some kind of response? And we do so without ever asking for their permission. When you lie to compliment someone to seem more likable, you surely must know that they never explicitly expressed their desire to like you. You are, in effect, manipulating them. There is no difference between large multibillion dollar companies trying to manipulate our minds by using subliminal messages in their advertising campaigns and our attempts in trying to get a person to like us by flirting with them. The reason, I think, why the former is considered a moral abomination while the latter is not is because these companies are making quite ridiculous profits by their efficient use of mind manipulating techniques, whereas the most anyone can get out of flirting with a random stranger is a private relationship with that person. And in both cases, the exchange is bilateral. In other words, when it comes to flirting, both parties (usually) get something out of it. And when it comes to corporate advertising, you are ultimately getting a product for the trouble of letting your mind become manipulated by its subliminal or in-your-face messages. Of course, the obvious drawback is that we sometimes get tricked into buying products we don’t really want or need. But then again, don’t people end up going out on dates with people they never really wanted to go out with in the first place all the time because of a good first impression? It’s precisely the art of first impressions that marketers often spend their lifetimes trying to perfect. Trying to grab a person’s attention from the few seconds that they get to see their ads is the ultimate challenge, and whoever does it the best is the world’s greatest flirt.